Generation Injustice: Why Are We Being Flattered Like This?

The author, at 54 years old, finds himself increasingly inundated with flattering marketing messages, exemplified by persistent, warm correspondence from Irma Clavier of Jacques' Weindepot. Despite never responding or attending wine tastings, Clavier's messages continue, a tactic the author recognizes as a calculated marketing strategy.

This constant stream of solicitous communication, which the author believes is crafted by marketing experts, highlights a perceived "disregard" masked as "appreciation." He notes that entire departments are interested in his money rather than him personally. This realization prompts a broader reflection on how crucial resources like capital and attention are unevenly distributed in society, particularly across different generations.

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In this appreciation, there is actually disregard; entire departments full of word acrobats are interested in my money instead of me.

The author points out the irony that one can typically afford a four-room apartment only after children have left home. Meanwhile, individuals in their mid-50s, like himself, receive constant praise and attention if they belong to the middle class, even for minor interactions. He contrasts this with the dire warnings about the world's impending doom, climate crisis, and global inequality that are frequently directed at younger generations in schools, despite adults being the primary contributors to these problems.

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Somehow, two important resources in our society – especially between the generations – are wrongly distributed. Namely, capital and attention.