Of course we are using these tools to connect better with each other. It is so difficult when the vast majority of signals in our cultures suggest that you are what you buy. I think it is the wrong route to every be pious on these things because these companies are speaking to young people in a language of inspiration and using powerful ideas and imagery to sell consumer products. I don't think we are stupid for being drawn to marketing - there are some intelligent and sophisticated people working in the marketing sector, selling our most positive and important ideas back to us in the form of branding. Branding succeeds because society has failed by leaving these ideas unattended.
Brands are the only ones speaking to young people in the language of inspiration.
It is a failure of politicians, parents and communities and that is why we are seeing the rise of this kind of branded self-identification. We want more meaning in our lives unfortunately we don't get it through our running shoes and laptops. There are thousands of people involved in this movement and I am getting more than my share of attention. I do not believe there is one ideology that will reach around the world. This movement has no Bible or manifesto but we can agree that we have the right to the basic level of self-determination and democracy.