Here are a couple articles defining a term that I thought referred to donuts, but does not, "Yummies." Yummies are young, wealthy "metrosexual" males who out-preen the average female, spend fortunes adorning themselves, carry manbags and know what to do with guyliner. They prove that men can be made to feel every bit as insecure about their appearance as women.
Hopes are on Yummies to help save the world economy.
Yummy money: how the Young Urban Male is set to save the global economy
By Richard Godwin at the London Evening Standard
Meet the new saviour of the global economy. He has made a ton of cash from the emerging markets and he is not ashamed to spend it… on himself. He spends an inordinate amount of time browsing Mr Porter and Matches.com on his iPad. He never leaves the house without being Instagram-ready in JW Anderson, McQ and Louboutin footwear. He keeps his eyebrows well plucked, his nails well polished and he is most likely on a juice cleanse.
And now he has a name: the Yummy, or the Young Urban Male. According to the market analysts at HSBC, this bling-hungry international roustabout is to the 2010s what Yuppie (the young urban professional) was to the Eighties.
The fashion industry has been celebrating the rise of male spending for some years now. “Men are the new women” has become a common refrain of the “Menaissance”, which has shifted focus away from the traditional women’s shows.
However, according to the HSBC report, The Rise of the Yummy, we should all be pleased about this new chap. It is his vanity that is restoring global spending, reinflating the emerging markets and reinforcing London’s status as the world shopping capital.
[…]
While these jet-setting fopdoodles represent the cutting edge of the trend, what of London’s own young men? If anything, the trend here has been in the opposite direction during the recession — towards shabby beards and normcore jeans. Indeed, it often feels like the young British male (unemployed, depressed, much maligned) is going through an identity crisis. “Just flick through GQ, Esquire… every page practically screams, ‘Earn more money, you c***!’”, complained one lost soul in a recent Vice piece on the malaise.
Still, it’s striking that in those sectors where young men do earn more money, they tend to take all those male magazines very seriously.
Here's What's In That Cringe-Worthy 'Yummy' Report That Everyone Is Talking About
By HAYLEY PETERSON at Business Insider
Luxury retailers are targeting a new kind of consumer that has been dubbed by HSBC as "Yummies," or young urban males. Bloomberg BusinessWeek did a story on the report and now everyone is talking about it. And everyone wants to know what's in it.
We got a copy of the report and dove in.
Here's how the report describes the trends contributing to the growth of Yummies:
Premium consumers are getting much younger. Yummies want to display social status earlier on. They have fast changing expectations and follow fashion trends quickly, the report says.
They have an obsession with personal grooming and health. "Taking pride and taking greater confidence from maintaining a well-groomed appearance now defines what it is to be 'a man' in today's society," the report says, quoting Richard Cope, a researcher from Mintel. "Rather than being in a minority, men who buy grooming products to boost self-esteem or feel more attractive are now in the majority."
