Wayfind Issue 20

How Healthy Stores Can Alleviate the ‘Choice Dilemma’


It’s better to pay the grocer than the doctor. The idiom encapsulates the dilemma many Young People (a.k.a Millennials) face when deciding whether or not to spend more buying healthy products. Over the last decade, we’ve seen the rise of the “young invincibles,” a term coined by the health insurance industry, and floated regularly during the healthcare debate, to designate a small segment of young people (18-to-34-year-olds) willing to risk going without health care coverage. Although a potentially disastrous choice financially, it was a rational one because of fast-rising premiums and healthcare costs. But even the choice to opt-out is gone.

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