Word: conscious
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Dates: during 2000-2009
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When most of us are rolled into an operating room, the last thing we want to think about (if we are conscious at all) is what the doctors are putting inside us. We don't want to know who donated the leg veins sometimes used for our coronary bypass operations or where the ligaments needed to hold a wobbly knee together were found. We want to be fixed, stitched up neatly, shipped out--and spared any gory details...
...declared unsafe by the American Academy of Pediatrics in the '90s. Inaugurated as an Olympic event at the 2000 Games in Sydney, the activity appears once again to be on an upswing. And now trampolines are a hit not just with kids but also with exercise-conscious baby boomers and teen snowboarders. "Sports right now are aerial--the higher the better," says Lani Loken-Dahle, a trampoline instructor at the University of Oregon. The AAP still frowns on backyard bouncing, but nearly 700,000 trampolines were sold last year. --By Rebecca Winters
...growing realization that "sustainable" buildings have lower long-term heating and cooling costs. States began offering tax incentives for construction that put less pressure on power grids or water supplies. Coming of age at the same time was a generation of architects who were knowledgeable about environmentally conscious construction materials and techniques...
...everything green is rosy. To provide sunlight that reduces reliance on electrical lighting, environmentally conscious designers tend to favor open-plan workplaces over offices with doors that close. That can be good for nature, less good for quiet and privacy. And big suburban residential developers are not piling in yet. Reduced long-term energy costs, for instance, are not an important incentive to builders who plan to sell off the homes they build right away...
...industry no longer figures its prime market is Birkenstock-wearing proles hankering for tofu and lentils. It's courting health-conscious consumers of every stripe who want to eat more grains, fruits and vegetables (but not exclusively) and cut back on fat and sweets (but not too much). Marketers are playing up the gourmet aspects of their products--and charging premium prices. "A lot of companies don't want to sell an organic product with a tree-hugger image anymore," says Michelle Barry, an analyst with the Hartman Group, a Seattle-based market-research firm. "They're marketing these products...