They eat a salad, then they light a cigarette. They spend their extra money at a bar, after they go to the gym. Instant feel-good trumps preventive health for Millennial consumers, who favor a hybrid of satisfaction, convenience and survival over long-term wellness—and whose purchasing and lifestyle habits are often inconsistent and contradictory.
Instant gratification can intersect with health—as it does in the case of some food choices and exercise—but
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