The hippies of the sixties wanted love; the beatniks sought transcendence. Then came the punks, who were all about rage. The slackers and generation X stood for apathy and worry. And, now coming of age we have generation Y, also known as the “millennials”, whose birthdays fall roughly between 1982-2000.

A fascinating article by William Deresiewicz, excerpted below, posits the millennials as a “post-emotional” generation. Interestingly, while this generation seems to be fragmented, its members are much more focused on their own “brand identity” than previous generations.

[div class=attrib]From the New York Times:[end-div]

EVER since I moved three years ago to Portland, Ore., that hotbed of all things hipster, I’ve been trying to get a handle on today’s youth culture. The style is easy enough to describe — the skinny pants, the retro hats, the wall-to-wall tattoos. But style is superficial. The question is, what’s underneath? What idea of life? What stance with respect to the world?

…

So what’s the affect of today’s youth culture? Not just the hipsters, but the Millennial Generation as a whole, people born between the late ’70s and the mid-’90s, more or less — of whom the hipsters are a lot more representative than most of them care to admit. The thing that strikes me most about them is how nice they are: polite, pleasant, moderate, earnest, friendly. Rock ’n’ rollers once were snarling rebels or chest-beating egomaniacs. Now the presentation is low-key, self-deprecating, post-ironic, eco-friendly. When Vampire Weekend appeared on “The Colbert Report” last year to plug their album “Contra,” the host asked them, in view of the title, what they were against. “Closed-mindedness,” they said.

According to one of my students at Yale, where I taught English in the last decade, a colleague of mine would tell his students that they belonged to a “post-emotional” generation. No anger, no edge, no ego.

What is this about? A rejection of culture-war strife? A principled desire to live more lightly on the planet? A matter of how they were raised — everybody’s special and everybody’s point of view is valid and everybody’s feelings should be taken care of?

Perhaps a bit of each, but mainly, I think, something else. The millennial affect is the affect of the salesman. Consider the other side of the equation, the Millennials’ characteristic social form. Here’s what I see around me, in the city and the culture: food carts, 20-somethings selling wallets made from recycled plastic bags, boutique pickle companies, techie start-ups, Kickstarter, urban-farming supply stores and bottled water that wants to save the planet.

Today’s ideal social form is not the commune or the movement or even the individual creator as such; it’s the small business. Every artistic or moral aspiration — music, food, good works, what have you — is expressed in those terms.

Call it Generation Sell.

Bands are still bands, but now they’re little businesses, as well: self-produced, self-published, self-managed. When I hear from young people who want to get off the careerist treadmill and do something meaningful, they talk, most often, about opening a restaurant. Nonprofits are still hip, but students don’t dream about joining one, they dream about starting one. In any case, what’s really hip is social entrepreneurship — companies that try to make money responsibly, then give it all away.

[div class=attrib]Read the entire article here.[end-div]

[div class=attrib]Image: Millennial Momentum, Authors: Morley Winograd and Michael D. Hais, Rutgers University Press.[end-div]