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Title : Whatever happened to yuppies?
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Whatever happened to yuppies?

J.C. Pan explains (in The New Republic):

In this bleak new landscape, strivers haven’t disappeared—they have simply reoriented themselves around a new set of values that bolster their class position in less noticeable ways...

This new elite is typified by the brownstone-dweller traipsing through Whole Foods with a yoga mat peeping from the top of her NPR tote; the new Prospect Heights mother who stops in at the lactation consultant before her Y7 class; the tech startup employee with the neatly trimmed beard and Everlane button-down who announces on Facebook that he’s “bumping the new Kendrick.” They buy green cleaning products, ethically made clothes, and small-batch everything. They aspire, says [public policy scholar Elizabeth] Currid-Halkett, “to be their version of better humans in all aspects of their lives.”...

The suggested term is the "aspirational class."

It encompasses both the well-off partner in the law firm and the liberal arts school graduate working as an unpaid publishing intern, so long as both know to consume the same organic farmers market berries, discuss the latest Rachel Maddow segment, and quote lines from the musical Hamilton....

[M]embers of this elite often come to view their station in life as ethical and deserved, unaware of the ways in which their spending patterns exacerbate class stratification.... “Quite frankly,” writes [economist Tyler] Cowen, “those are parts of America where people feel very good about themselves.”...

[Hillary] Clinton’s was a campaign tailor-made for and by the aspirational class... But it was the Democrats’ pitiful rejoinder to Trump that could serve as a mantra for the complacent class: “America is already great.”

So... the people who 3 decades ago would have been crass strivers in danger of seeing how hateful and hollow they were are now softly mellowed and well-cushioned with self-love and only troubled by how horrible those other people are.

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