I was born in 1969 and historians call people my age “the lost generation”. I even attended a lecture in cannes festival adressed to huge companies talking about this so called “lost generation” and it’s consuming habits. It was fun to learn that my generation is often mentioned as “against fashion and consumption ” or “a generation that doesn’t believe in brands and capitalism” . They said that after the easygoing hippies our generation was one full of super protective parents that sometimes are even competitive about this matter.. That unlike babyboomers we value lifestyle over money and quality of life over success. What i really liked the most tought was the opening of this lecture where they used a speech played by Brad Pitt in the Fight Club. The name of his character on the movie is Tyler Durden and the speech is the best definition of my generation i ever heard so i would like to share with you guys. Many of you know it by heart i guess but it’s always good to listen to these words:

” I see all this potential, and I see it squandered. Goddammit, an entire generation pumping gas, waiting tables, slaves with white collars. Advertising has us chasing cars and clothes, working jobs we hate so we can buy shit we don’t need. We’re the middle children of history, man; no purpose or place. We have no Great War, no Great Depression. Our Great War is a spiritual war. Our Great Depression is our lives. We’ve all been raised by television to believe that one day we’d all be millionaires and movie gods and rock stars. But we won’t; and we’re slowly learning that fact. And we’re very, very pissed off.”

I’m not worried about this generation of mine because the truth freed us a while ago. As a matter of fact the guys in that lecture made a big research to find out that between the babyboomers and the generation x (today’s young adults) my generation seams to be the more happy and positive about life. Congratulations lost fellas!!!

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