The other day I did something I’m not proud of. After ordering a healthy, kale-based drink, I fired out a picture to Instagram and tagged it #greenjuice. It’s not the first time I have shared a photo of me “being healthy”, but I have decided that it will be the last. I have realised, ironically, how unhealthy this is.
Millennials are constantly uploading similar photos of themselves to social media: pictures that show us eating a vegan snack, stretching in yoga pants or showing off honed abs. That’s because one of the defining characteristics of our generation is a concern with wellbeing. The Nielsen Global Health and Wellness survey of 30,000 consumers in 60 countries found that 32% of millennials would willingly pay a premium for “healthier products” compared with 21% of baby boomers (the trend continues with even younger consumers, with 41% of those under 20 saying they’d willingly pay more).
Related: 'It's death by bacon for me' – our readers on listening to health warnings
Living healthily has become a form of conspicuous consumption
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