APPLE PODCASTS | SPOTIFY | AMAZON MUSIC

Have you ever noticed that as your income increases, so do your expenses? You finally book more clients, or increase your prices—yet somehow, your bank balance doesn’t reflect the extra income. If this sounds familiar, you may be experiencing lifestyle creep—the gradual increase in your spending as your earnings rise.

But why does this happen? And more importantly, how can you break free from this cycle of spending to build true financial stability?

The Science of Delayed Gratification

A famous psychological study known as The Marshmallow Test may hold the key. In the experiment, children were given one marshmallow and told they could eat it immediately or wait 15 minutes to receive two. Years later, researchers found that the kids who waited grew up to be more successful across multiple areas—higher incomes, better health, and stronger relationships. The ability to delay gratification is directly linked to long-term success—including financial success.

How This Relates to Your Finances

When it comes to money, every decision you make is a version of the Marshmallow Test. Do you spend impulsively today, or do you save and invest for a bigger financial reward in the future?

The problem is, modern life is filled with temptations. Social media, industry trends, and even our peers create mimetic desire—a phenomenon where we subconsciously want what others have, whether or not it aligns with our true goals.

How to Pass the Marshmallow Test in Real Life

1. Define success on your own terms

Don’t let external influences dictate your financial goals. What does success actually look like for YOU?

2. Become aware of your desires

Ask yourself: Do I actually want this, or am I being influenced by someone else’s lifestyle? 

3. Give every dollar a job

Instead of mindless spending, create a spending plan that aligns with your financial goals.

4. Automate savings & investments

Make long-term wealth-building automatic so you’re not tempted to overspend. 

5. Limit comparison triggers

If social media or certain environments make you feel pressured to spend, set boundaries for yourself.

The Bottom Line

Breaking free from lifestyle creep isn’t about deprivation—it’s about intentionality and aligning your spending with your personal goals. Every time you resist an impulse buy and instead put that money towards savings or investments, you’re passing the Marshmallow Test in real life.

Are you ready to take control of your finances? Hit play to hear the full episode where I dive deep into this topic, your future self will thank you!