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Your generation's disposable income will collapse with retirement, thus ensuring only 10 or 12 years of income. My generation faces circa 50 or 60 more years of payments to put profit in whatever product is sold.
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But your generation is notoriously fickle!
In my generation we had "Ford men" vs. "Chevy lovers." You hired on at one company and stayed there until you got your gold watch and retirement package.
Now, people move from company to company and brand to brand, and often the shiny new brand has more appeal than the "old, stodgy" one. Marketing to the young generation is a matter of "What can we sell them today?" because we know that tomorrow, some other brand will be the hot gotta-have-it brand.