The Matrix Generation captured by Sophia Coppola in film "The Bling Ring" is not so different from my Baby Boom generation. We both chased brands, only different kinds.
The Los Angeles high school girls and one boy cook up a scheme to rob celebrity houses and scoop up the designer brands, ranging from clothes to cars. They choose their locations based on their web research about what celebrities will be out what night. Their parents are clueless.
We Baby Boomers lusted first after brandname colleges and law schools, then brandname workplaces. For that we did whatever we had to, usually short of crime. We weren't that much of risk-takers. Our parents, separated from us by the Generation Gap, were clueless. The exceptions were those in family businesses which some of entered or dynasties like the Kennedys. Those parents knew the score.
It takes decades to stop chasing what we did in our youth.