Appeared in both print and electronic version of USA Today newspaper in Chicago during the OTA Trade Show
Posted 5/8/2006 3:22 AM ET
by Bruce Horovitz
There's a dirty-little-secret that only the savviest marketers know. Their most desirable consumers love to indulge...
...Party into the wee hours — then wake up and do yoga...
..."This was a generation raised on indulgence," says Steven Berglas, a clinical psychologist and executive coach in Los Angeles. "Boomers won't even hear of being deprived until after they've overindulged." Then, they want it. Even need it...
100% organic decadence
...More often than not, dueling extremes involve food. Few know that better than Whole Foods Market. "We've evolved from being the natural and organic store to the one for the foodies," says Walter Robb, co-president and COO of Whole Foods Market. But even if an item is over-the-top decadent, it's going to at least be made from natural ingredients, he says.
Such as the cotton candy — yes, "natural" cotton candy — sold in its new store in Woburn, Mass. Bear in mind, it has no artificial food coloring. And the sugar it's spun from is, of course, organic...
