If you are anything like me, you will find yourself going down an internet rabbit hole -- or is it following a trail of bread crumbs -- on a topic that has caught your imagination. Recently it was all about how millennials (which is is not a group I am a member of) are thumbing their nose at what the establishment thinks they should be doing. If I were an old hippie, which I am also not, I would be fist pumping, 'Yeah, go for it!' But I am silently cheering them on in their rejection of what the mainstream marketers think that age group, presently about 18 to 35 years, should be doing to keep the present business model going.
How are they not cooperating? Why they are not buying diamond engagement rings? I can remember the ad that oh so helpfully advised young men that two months' salary was the right amount to spend. Not working anymore, it seems. I find many past (and present) advertisements degrading to women. Is it just me?
They are also not so interested in buying cars. Too much pollution, fracking, unstable oil prices, exploiting companies and workers and so on. They are not interested in staying in the same job for thirty years, slowly working their way up the corporate ladder, hoping their loyalty will be matched by the corporation. Millennials tend not to play golf; takes too long and costs too much. Not much exercise either. Shopping in malls? Not so much. Nightclubs with expensive, watered down drinks and cover charges. Not much fun to be had there. Even car and home ownership seem dubious goals.
But, but, but say the baby boomers. They should want these things. We did . . . eventually. Plus we need them to buy our million dollar+ homes and finance our retirement. We need them to keep old industries afloat, pay a lot of taxes and finance our healthcare and relaxing retirement.
Frankly, I don't blame the millennials one bit. Wages and salaries have been stagnant for decades; prices and taxes have gone up. Whereas a new immigrant, one income family (my parents) could buy a house in one of the most expensive cities in the world for housing (Vancouver) within 18 months of arriving, it would be more realistic now to suggest 18 years of saving plus help from the bank of mom and dad to buy a small condominium.
I'd rebel, too.