Occupy their point of view

NOTE:  I have been watching the Occupy movement from two perspectives: as a citizen, and as a marketer.  It's in the latter capacity (and only in that capacity) that I'm writing this blog.

Among the many issues we Boomers need to confront as we ease (gracefully or not) into our golden years, is who our children are.  With parents from the Great Depression, many of us reacted against the notions of frugality and respect for authority that were so close to our parents' hearts.  We raised our own children indulgently and encouraged them to question authority.  We also raised them to respect other people's feelings, and avoid violent outbursts.  Zero tolerance policies on schoolyard fights, for example, were our idea.

The results were not, of course, entirely what we expected.  Our children, given the option, made many childish choices, such as becoming rabidly brand-conscious little materialists.  However, many of our values were absorbed, such as concern for others' feelings--the wireless bill alone shows how much they like to text their emotional support to one another.  As I look at it from a mom's perspective, I don't think we did all that badly in conveying our values.

What we're seeing in the Occupy movement, for me, perfectly captures how our generation impacted this one.  I feel nostalgia when I see them protesting the way we did when we were young, with signs, chants, and music; Crosby and Nash actually serenaded them the other week.  (God, those guys look old.) But there are some fascinating differences.  Get this: they are protesting over material concerns, as in where all the money went and how they are going to get their piece of it.  Their decision not to appoint leaders or worship rock stars, but rather operate by consensus, shows that their respect for individuals and concern for one another's feelings far surpasses ours.  When you look at their behavior and their issues, the Autumn of Occupation feels very different from the Summer of Love. 

Yes, Boomers, we succeeded.  Each generation has its own window on the world.  As older marketers, we need to understand that we raised these young people to feel entitled to fair treatment and consideration.  They are dedicated, practical materialists who just happen to believe in sharing.  That doesn't fit our idea of either right or left-wing ideologies.  It's a whole new thing--their thing.  Marketers and brands had better get on board--it's their world, now.