democratic; Live Large, At Home: The myth that was Hemingway now furnishes boomers' dreams

American Demographics, June, 2000 by Matthew Grimm

These Upbeat Enjoyers are a better traveled segment than the overall 40-to-54 group; more of them have visited France and the Caribbean, for example, in the past five years. On their next vacation, 34 percent of Enjoyers plan to "appreciate nature" (versus 27 percent of the total group), while 44 percent will go to a national or state park (compared with 40 percent), and 36 percent will take in "night life/entertainment" (versus 30 percent of their peers).

"Their interests reflect Hemingway's love of nature and also having a good time in a night club [a stereotypical Hemingway-type proclivity]," says Carol Morgan, president of SDG. "They perceive theirs as lives of activity, lives of creativity. These are people into carpe diem - live for today - and they really want to express themselves in what they buy."

The crossover between actual lifestyles and the concocted imagery of consumer products is not necessarily a visceral one - precious few slackers who Do the Dew have ever actually bungee-jumped into the Grand Canyon. But as these indicators go, Thomasville seems to have made a real connection. Clark reports retail sales for the first year of the Hemingway line are expected to hit $100 million, far beyond the company's initial expectations. One just hopes, as Generation X comes into its peak nesting years, we can avoid a Jay McInerney Collection.