Tuesday, May 21, 2019

Commentary: 'Selling Millennials Their Purpose, Agency, and Reason in Life' by Aaron Clarey

Baby boomers want their social security.
Gen X'ers wanted nuclear families.
And Millennials want a purpose and reason to live in life.

But no matter how much we want something in life, that does not guarantee we'll get it.

For example the Boomers were lucky that the US is the world's reserve currency and in so being we can afford to print off more money without any major consequences to bail us out of our incredibly stupid economic decisions.  The boomers also have the fortune of lucky timing in that the US economy will not likely collapse before most of them are dead and therefore have collected on decades of social security.

Another - but counter example - Gen X and stable, nuclear families.  Some got them.  Most did not, and unlike social security, there's no way to go back in time to have a dad, have Thanksgiving dinner, and live under one roof.  Most will remember living under multiple homes, with multiple parents and what I like to call "the hand off" where you were "handed off" from one parent to another in a parking lot, a mall, or a Wal-Mart.  The dice were not lucky for Gen X in this regard and they consequently will NOT be getting what they wanted.

The issue is then whether the Millennials will get what they out of life.  And what they want is something much more basic, but all the more important than "social security" or a "nuclear family" - a reason and purpose to live life.

Fortunately, they will inevitably find a point and purpose in life.
Sadly, they won't like it in the long run.

Because the Millennial generation has already been given a reason to live.  They have been given a prescripted and predetermined reason and purpose in life.  They did not get to choose it.  They had no say in it.  And it actually serves others instead of the Millennials.  But they DO at least have a point and purpose to live nonetheless, and that point and purpose is...


Take for example Aspiration.

This is just the latest in the thousands of companies combining politics with a product they sell.  The originators of this idea were actually Gen X'er coffee store owners who started the whole "fair trade-organic made" scam promotion in the 90's.  The aim was truly to do nothing but feel good about themselves, but it also had an ancillary benefit in that it differentiated your product from everybody else's.  It wasn't a huge advantage.  It didn't materially make your product any better.  And most of the time companies were lying about their leftist-credentials anyway.  But regardless, now "everybody" is organic, fair trade, carbon-foot-print, all-female company, yada yada yada.  Gillette is anti-male.  Target can't shut up about their genderless bathrooms.  Lumber 84 promotes illegal immigration.  And even lingerie stores are promoting fat models.  The time is coming every non-explicitly conservative/libertarian company will attach politics to their marketing in an effort to win over more loyal customers (whether being actually environmentally friendly or not).

But did you ever ask yourself why for-profit, large-multiational, multi-billion dollar corporations are explicitly promoting their leftist credentials and not their traditional, boring republican, "higher quality at a lower price" credentials?  Why would at least SOME companies not advocate a pro-freedom, pro-American, pro-west form of corporate virtue signaling?

Well this gets back to the whole point about what gives Millennials value, purpose, and reason in living.

Ever since they were 5 years old, Millennials have been told what their values and purpose of reason of living will be.  And though not explicitly told "this is the reason you will live," they were so successfully and clandestinely brainwashed, it's sadly the only reason and purpose of living they have - their leftist politics.

Fair trade.
Organic trade.
Transgender bathrooms.

The list goes on, but what inevitable political crusade or cause they choose as their "ism-de-jure," it's leftism just the same.  And that's why corporations and companies exclusively advertise to the left.  Because leftist politics is what gives these people point, purpose, and meaning in life.  But there is a drawback.

Politics is a surrogate, not a real reason to live in life.

Yes, you may be a very successful careerist feminist, worshiping at the altar of Sheryl Sandberg, but you will not be a very good or present mother.

Yes, you may value your sensitive male sensibilities, voting the right way, strumming your acoustic guitar, hitting on girls at the organic coffee shop.  But you will not be able to attract a wife, let alone afford a family on your Masters in Poetry degree.

Yes, you may have spent your time protesting one thing or another, but it came at the expense of working extra hours at the office to pay off your debts so that someday you might be able to afford a house.

This isn't to say that Millennials aren't pursuing families, aren't getting married, or aren't inevitably becoming homeowners.  But their lackadaisical performance in these areas indicate to me that they are putting more value, and thus more time, into their religion of politics, and less on real-world self improvement be it the gym, a real education, a decent career, or prudent personal financial management.  And corporate America's insistence on focusing their advertising on socialist politics instead of the merits of the products (quality craftsman tools, home-making benefits, ease of home life, reliability of a car, etc.) confirms that this generation values politics above all else, even reality.

Sadly, as I've said before, it's too late for the Millennials.  They're now thoroughly in their 30's, endebted, post-poning families and/or love for politics, educations, and quasi-careers.  Yes, some will get married.  Yes, some will find love.  Yes, some will have meaningful careers.  Yes, some will have homeownership.  And yes, by gum, some might even successfully retire.  But for most they will achieve nothing and have nothing that would have traditionally given humans their worth and value.  And they will only have their politics to point to as a hallow and pathetic reason as to why they have value on this planet.

The real tragedy is that the joke's on them.  Because just like the colleges and universities, Corporate America will make trillions off of them selling them "politics" as their sole purpose and meaning in life.  Even more tragic, the millennials will still think these institutions - who ruined their lives - are their friends.

And to that I say "Enjoy the Decline."

Editor's note: This article was originally published at Captain Capitalism and has been rerun with permission.