Young and Wealthy but Normal (YAWN)
What it is:
The Young and Wealthy but Normal (YAWN) demographic is a group of people who typically have generated their own wealth but live modest lifestyles.
How it works/Example:
Let's say John and Jane Doe each has a job that pays $175,000 per year. They have $2 million in the bank. However, they live in a $200,000 house, drive used cars and use coupons when they buy groceries. They live a modest lifestyle because they prefer to save their money for retirement.
Why it matters:
The demographic of the Young and Wealthy but Normal is most summarized by the YAWN acronym. Though they make enough to live "flashy" lifestyles, they choose to live more normally. Some demographers note that YAWNs may be more inclined to donate to charity or buy used goods because they may tend to be more ecologically minded.