Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

The Rich and Duller

Are people really becoming more boring? A new term “Yawns” refers to today’s young people in their 30’s and 40’s who have lots of money, but spend it on philanthropy instead for – well, fun stuff. However – they do spend their money on excellent causes while maintaining a low key profile. Who is the leader of the yawns? Why, Bill Gates of course!

The Rich and Duller –

If the 1980s created yuppies (young urban professionals) and the 1990s brought us bobos (bourgeois bohemians), the 2000s may be giving rise to a new kind of elite: yawns.
Yawns are “young and wealthy but normal.” They are men and women in their 30s and 40s who have become multimillionaires and billionaires during the wealth boom of the past decade. Yet rather than spending their money on yachts, boats and jets, yawns live modestly and spend most of their money on philanthropy. In stark contrast to the outsized titans of the Gilded Age and the slicked-back Gordon Gekkos of the 1980s, yawns are notable for their extraordinary dullness.

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Filed under: Consumer, Young Adults

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