One of the reasons that this generation feels so dis-empowered to do anything: protest the new war in Iraq, make a big enough fuss to change the dialogue about racism in the U.S., or even feel strong enough to advocate for themselves as they drown in student loan debt, is because the message that’s always delivered is that you don’t matter, but how you spend your money does. To the one percent, what you consume defines you. The response from the generation? How I construct myself and the world around me defines me. In a sense, the response from the millennials makes some sense because they have been so marketed to that they really must rebel. The latest example of this is the Ray Rice ordeal.