Arppies are the new Yuppies
For those who thought that UK yuppie culture was dead comes news that they are not dead, they just went away to work on worse acronym.
They have lately re-emerged …
No longer Yuppies, they are now “Arppies” – that’s short for asset rich, penny poor. They just traded in their Porsches for property, their freedom for families and their spendthrift habits for school fees… Where once they were young and upwardly mobile, now they’re middle aged and standing still. — (Via Daily Mail)
The acronym may be annoying, but the idea is interesting… conspicuous consumption is moving into asset preservation, and 2008 might be their year of reckoning. It’s a shift in behaviour which appears not to have been lost on the banking industry which seems to be fast reinventing its consumer relationship skills.