VIEWPOINT: What's wrong with young people today?

<p>It's an old, familiar refrain - and one which becomes increasingly </p><p>poignant as the years go by. </p><p><BR><BR> </p><p>The fact that youths of today (officially classified as anyone aged </p><p>15-35) are struggling to find their own identity should not twang </p><p>anyone's heartstrings - we all went through the same thing ourselves, </p><p>and so did our parents, and their parents before them, and so on ad </p><p>nauseum. </p><p><BR><BR> </p><p>Now, however, the dilemma that we are witnessing young people </p><p>experiencing is more chilling than anything we saw in the past. </p><p><BR><BR> </p><p>This present youth generation is one which has been spoon-fed since day </p><p>one, by devoted parents, by the media, by the entertainment </p><p>companies. </p><p><BR><BR> </p><p>The result is a group of people entering or newly in the workforce who </p><p>have, through no fault of their own, come to expect things to be </p><p>easy. </p><p><BR><BR> </p><p>And when you don't have to fight for what you want, it's hard to care </p><p>that much about it. </p><p><BR><BR> </p><p>In the ad industry, this manifests itself as an utter lack of striving </p><p>for the best - in other words, if the client accepts the first draft of </p><p>an ad, for example, then why bother trying to make it any better? </p><p><BR><BR> </p><p>And if you can make an ad look great using CGI and complicated post </p><p>techniques, then who cares if the core idea is any good? </p><p><BR><BR> </p><p>Training is not the only thing new recruits in the ad industry require: </p><p>they need someone to instil them with passion, someone to inspire them </p><p>to greatness, someone to lead them. Any volunteers out there? </p><p><BR><BR> </p>