The training of students to conceptualize themselves in terms of “intersectionality” of identity represents the victory of the marketing worldview over all other philosophical competitors. Those who are truly of our times have internalized their demographics and have no desire to be anything but demographics.
And consider this: kids today understand their own personalities in terms of “personal brand”. This is the reverse of how all older generations made sense of brand. For them, personality was the immediate reality, and brands made sense only as the personalities of organizations. Now kids find more reality in Apple and Starbucks than in each other, which is hardly surprising because the best marketers in the business are branding these companies, where the self-branding efforts of young people are amateurish. They’re still trying to get a grip on their category (that is, their intersectionality) and haven’t figured out their differentiation, yet, much less their unique brand attributes and their look, feel, voice or tone.*
And for kids, most of what is called “social interactions” take place on social media, which is really more of an interpersonal marketing platform than a medium for individuals to know other individual. What takes place outside of social media serves primarily as social media PR material. Again: this is how marketing pros think.
So, given all this, is it surprising at all that the entrepreneur is the new rock star? The kids don’t want to be in bands. They want to be in startups. And this is more true for kids of the left than anyone else.
Marketing won. Socialism lost.
*Note: For the kids tying to find themselves, I recommend Marty Neumeier’s Zag or maybe Blue Ocean Strategy. By now most companies have figured out they can’t differentiate on the standard corporate cliches like “quality”, “reliability”, “our people” or “innovation”, but the kids haven’t learned the same principle, which is partly why their branding is so inferior to that of the Fortune 500s. They haven’t yet gotten it through their heads that they can’t differentiate on the analogous personal branding cliches. Exotic sexualities and gender definitions are the “we are innovative” of youth self-branding. When everyone’s differentiating the same way, nobody is differentiated. Cutting and other destructive habits also now fail to differentiate. Weakness positioning has become too common, too expected, and is all played out. I expect the current victim bubble to collapse soon. My recommendation is to do the opposite from the herd. Look into strength positioning strategies. Not many people are doing that right now. It’s harder, and harder is perennially unpopular.