Our millennials have been the constant targets of lawyerly cautious advertising all their lives. Should the real world not behave the way it does in commercials, they are fearful and wary. Words are paramount to them because everything they hear has been worked and reworked by copywriters and advertising executives who above all else are fearful of offending anyone. One poorly placed word can result in the destruction of a Five-hour Energy drink or an Apple iPad. The stakes are huge. These young people believe they are building a better world. Actually, they are simply securing market share.

by Regis Boff