Here’s how it works. If you want to be a successful consultant or marketing guru you must to convince the hysterical and gullible (that’s us!) that things are changing dramatically and they danger of becoming irrelevant if they don’t understand the new type of human that is now changing the world. The only way to stay ahead of this curve is to rely on…hmm, let’s see… Us!…and our proprietary knowledge and expertise about this new species.
So every fifteen or twenty years they invent a new generation that’s completely different from the last. They have distinctive, mysterious characteristics that only the deeply connected and erudite (that’s Us!) can explain.
It’s all bullshit. It’s astrology. How can you possibly take an enormous component of the population – tens of millions of people – and say they all have this or that characteristic? The absurdity is thrilling.
Excerpt from: Advertising for Skeptics by Bob Hoffman
