“Young Urban Male,” or “Yummy” is a label christened by a recent report from HSBC to describe a new breed of Yuppy: unmarried, status and grooming obsessed, and rich.

Although superficially the news sounds like a bad sociology paper, there is (unfortunately) something to it.

Both couture and cosmetic companies are shifting marketing gears away from old women with too much credit to these Yummies with too little confidence. The report notes, “The metro-sexual, that cliché from 20 years ago, is now becoming a commercial reality.”

So much for hoping materialism would take a dive when the Boomers died…