Increasingly, consumers view indulgence as an essential tool for improving mood, creating balance and navigating everyday life. Grounded in behavioral science, the findings challenge the long-held assumption that consumers see indulgence as excess. “For years, marketers have viewed indulgence as something consumers believe they should only occasionally allow themselves. “Consumers increasingly see indulgence as part of maintaining their emotional wellbeing and bringing balance in their lives. Consumers who describe themselves as financially confident report more guilt after indulging than those that don’t (45% vs. 32%).