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“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.

what these marketing efforts help do is rebrand capitalism in a time when young people are questioning its efficacy. “If we want the world to survive, we have to think about the humans in it, not just selling products and making money,” says Brønn. She’s hopeful these marketing efforts are an indication that brands are sincere in their desire to be better global citizens.