100 South Mill Avenue

With all of the headlines about the subprime credit crunch, rising fuel and food costs and overseas food riots, is it any wonder that that the next trend is a turn away from gross consumption? Who wants to be constantly reminded of the lifestyles of the rich and famous, Bugattis and yachts when their Escalade is being repoed and their mortgage is in forclosure? So now we have (as usual I present just prime cuts chopped out for those of yo who have short attention spans):

Yawns: Rich and young, but frugal By Evelyn Nieves,

Associated Press SAN FRANCISCO —
[...] They are a new breed of Gen Xers and Ys, Young and Wealthy but Normal, or Yawns. [...]are socially aware, concerned about the environment and given less to consuming than to giving money to charity. “[...]an extreme form of postmaterialism in the upcoming period.” Could it also be that we are sick to death of buying stuff? [...] Yawns live small, but they already own whatever they want[...] (Second-hand stores are to Yawns what The Gap was to Yuppies.) [...]Yawns hate ostentation.

Tyler Durden returns!