Since the late 20th century, it’s become common marketing practice to target youth cultures. If a consumer adopts a brand in their youth when their identity is more permeable and shifting, then they are likely to maintain a loyalty to that brand as they grow older. During the impressionable, coming-of-age process, cultural changes can be accepted as normality while older generations are more reticent to accept those changes.  The market economy then has considerable profit to gain through not just a conquest of youth demographics, but also the prolonging of the pre-adult stages of youth.