As the parent of two mid-20s children, I’ve tended to see them as brave but unusual in not being part of the drinking culture. What’s more, while one smokes (sigh), he’s also a dedicated vegan.
But it turns out they’re not at all unusual these days, and I suspect that this growing band of “clean lifers” will affect the way their baby boomer parents view their choices in the future.
The clean lifer concept is one I’ve picked out from a report by Euromonitor International on the Top 10 Global Consumer Trends for 2018.
According to the report, the group clustered around educated 20-29 year olds are eschewing clubbing for more minimalistic lifestyles. With strong ideals they believe they can make a difference, and are saying no to alcohol, unhealthy habits, animal-based products and the need to impress through ownership.
At the same time, family is very important to this group, especially in countries like the UK and the USA, where the cost of leaving the family home has become prohibitive for many. As a result of this close relationship, adult children and their parents are choosing to share experiences more, such as travelling to new places.
It seems to me that it’s very likely that these relationships will in due course see those views and actions of the younger generation being reflected in their own parents’ behaviour.
Although my children don’t live with us, the subjects that concern them are constant topics of conversation when we meet. I’ve learned more about the rationale (and emotions) behind veganism in the last six months than I have in nearly 60 years. Don’t tell my son, but I may be converted over time – though it’s hard to know how to make meals interesting without meat and dairy when you don’t enjoy the heat of spices.
It’s an interesting question for the food and drink market though. If the baby boomers and more follow the lead of their adult children, will we see a downturn in the alcohol intake of older people? We’ve seen a move in many groups towards meat-free days. Will dairy follow suit?