““To give one example, consumerism and juvenilization reinforce one another. People who know who they are, who think carefully about purchases, and who exercise self-control are harder to persuade to buy products they don't really need. In contrast, impulsive people who are searching for a sense of identity, who are looking to salve their emotional pain, who desperately crave the approval of others, and who have lots of discretionary income (or are willing to spend as if they do) make ideal consumers. In other words, encouraging people to settle into some of the worst traits of adolescence is good for business. Not all businesses and advertisers operate on this basis, but enough do to encourage the cult of youth and discourage people from growing up. Considerable evidence suggests that consumers can see through these techniques and resist them to some extent. But immersed as we all are in the culture of adolescence, it becomes increasingly hard to embrace the self-denial and character formation necessary to achieve what used to be called mature adulthood.2””
