Picture: Icon of the YAWSN; Athina Onassis of Onassis wealth.
With the baby-boomers slowly retiring a new generation of wealthy heirs enters the stage: the YAWNS. YAWNS means young and wealthy and normal. The archetype is Athina Onassis, the heir of the Onassis multi-billion dollar fortune. She is currently auctioning some of her family jewels. Athina shuns the limelight and prefers to compete in horse-jumping contests like the CSI in Zurich. She prefers to keep a low profile and avoids the international jet-set. YAWNS prefer to live a normal life and manage their wealth carefully instead of spending it on expensive toys and lavish parties (the opposite of a YAWN might be Paris Hilton). Often they run their own foundations and spend a lot of time helping the poor. One reason for such modest behaviour is the fact that inherited wealth is more of a curse than a blessing. In contrast to their jet-setting and limelight-craving celebrity peers, YAWNs try to stay incognito and as normal as possible. This is because a big inheritance is hard to justify as some else put all his sweat in accumulating it.
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