FROM THE WALL STREET JOURNAL “The 10-Point”
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They drink less alcohol, eat more vegetables and less meat, meditate often, enjoy knitting and make their own pour-over coffee. Meet the “clean lifers,” the young adults who revel in dodging the indulgences of their elders. These typically educated 20-to-29-year-olds pursue healthy living as a way of asserting control and finding comfort in an unstable world, says one market-research analyst, whose company identified the trend as one of the top 10 emerging forces shaping consumer behavior. That has led product makers to target young adults who aspire to moderation but still might want to buy a beer, brownie pan or a packaged salad. Having grown up during the recession, many of these 20-somethings pursue healthful living as a way to find balance amid the global uncertainty that continues today.
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I’ll be watch the press for the usual signs of excess.
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