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Over the Counter Identity

Published on Apr 02, 2016

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Over the Counter Identity

by Aron Martineau
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Over the Counter Identity

by Aron Martineau
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In 2008, the global economic collapse struck.

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forcing millions to tighten their belts...

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Millennials;

 ages 16-34 years old
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I think, therefore I am, has been replaced by

I buy, therefore I belong.
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45% of Millennials feel that

"Brands play an essential role in my life."
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45% of Millennials feel

"I have the power to help a brand succeed or fail."
Photo by Czarina Alegre
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Richard Hayne

President and CEO of Urban Outfitters, Free the People and Anthropologie
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Urban Outfitters alone made

$811 million in the first quarter of 2014
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Rick Santorum, R Penn. Senate

Best known for his opposition to gay marriage and climate change
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Emic vs. Etic

What people say they do, vs. what they actually do.
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Millenials are the highest educated generation in history.

Generating more than $1 trillion in debt.
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48% of college graduates

work in an unrelated field as their major.
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74.3 million Millenials

$170 billion annually
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"The fact that we can make judgements about other people's identities

based on what they consume shows products have meaning."
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Everyone else is doing it,

why aren't you?
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Feeling foolish yet?

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How about now?

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"...the consumption of non-necessities in such a view must be understood as the result of trickery, the psychological manipulation of market researchers and advertisers that lure producers into the project of increasing production and therefore profits via their own demand. Capitalism must create a system of false needs in order to maintain the never ending need to accumulate capital"
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By Aron Martineau.

Seminar in Educational Inquiry, CCV. 2014.

Aron Martineau