It's all this and much, much more. Sure, the chart isn't perfect, but it is an attempt to wrestle kids' minds away from advertising and toward thinking. This isn't just something the council cooked up in their mad social experimenters' kitchen. It is based on a six-month survey they conducted on teenagers' values showing, among other things, that 75 percent of teens surveyed consider the environment the most important social issue, followed by opportunities for women and minorities, and disclosure of information. And kids so hooked on Oreos that they won't switch to Newman's Own Popcorn no matter how many Corporate Conscience Awards the company earns.
Adults come in many flavors, too.
There are hypocritical adults who wear fur coats to go to The Body Shop for cruelty-free products. And adults with screwed-up health priorities who eat Rainforest Crisp cereal and smoke. And even adults who wear Esprit clothes because, given a choice, they'd rather shop at a company whose values they share. But let's accept the stereotype of conservative age and liberal youth. Let's say parents are the hardworking but morally lazy bums in this shopping drama and kids are the idealistic, socially responsible but fiscally naive ones.