VIEWPOINT: What's wrong with young people today?

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

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