Every generation imposes rules on itself. It's called fashion, and that's been around forever.
Consumerism gone mad? It's just the natural progression of capitalism without a war getting in the way. The evil children of hippies? You're just getting old and paranoid, mate. Most top TV, record company, advertising, bank and mobile communications executives are at least our age, if not much older.
http://en.wikipedia.org/wiki/Simon_Fuller
http://en.wikipedia.org/wiki/Isaac_Larian
http://en.wikipedia.org/wiki/Richard_Branson
http://en.wikipedia.org/wiki/Martin_Sorrell