Ease, comfort, and pleasure are what millennials, those members of the high-anxiety “Doom Generation,” really want — and capitalism is into it. A new beverage called Recess is a case study in where those desires meet. Their efficacy is without definitive evidence, but both CBD and adaptogens are decidedly a thing in functional health and wellness — and their marketing. The company was founded and is still owned by a millennial named Benjamin Witte, who previously worked in tech marketing in San Francisco. (The company has since caught up, but Recess says that a few weeks after its October start it had 4,000 back-orders.)

Source: New York Times January 08, 2019 09:56 UTC