“Commercial life is so much a part of the cultural landscape, compared to 20 to 30 years ago,” she says. “Given that fact, and given that Millennials are looking for meaning, if you put the two together, I think that’s why we’re seeing [these ads].” Young people are staring into the void—and into an economic climate custom-made to break their back. What stares back is consumer choice, however ineffective. Marketers, it seems, have simply noticed the opportunity to meet the expectations that go along with that.