20 and 30-somethings are not only realising they are unlikely to have the same living standards as their parents, they’re bankrolling their parents’ pensions (pensions they are unlikely to be able to afford for themselves) and as the Boomer generation works longer getting promoted to the top jobs has got that little bit harder.
So they may want to avert their eyes from this ad by Saatchi and Saatchi LA for the Toyota Venza. While youth was, and is a lucrative market to advertise to, it may not be quite as lucrative as the aging Baby Boomer. Expect to see more older faces in advertising with a rather exclusive set of friends who can afford the good life. And expect to see some cultural backlash from their offspring who can’t.