A common coming-of-age experience for many Americans is the crisis of individuality. Of course, adolescence can cause one to question their place in the world, but is the necessity of non-conformity exacerbated by American media and culture?

Cultural non-conformity — or counterculture — is nothing new in the United States. In the 1920s, flappers and jazz opposed the mainstream. Later, in the 1960s and 70s, hippies asserted their new, peaceful (and potentially drug-addled) philosophy. However, these countercultures are distinct as to how they came about.

In the former, the era was fueled by economic upturn following World War I, allowing for new forms of entertainment to be explored. In the latter, the controversial Vietnam War along with the availability of mind and body-altering substances fueled new, “hippie” ideas. More recently, the hipster counterculture has dominated modern day. Hipsters often wear clothing in the style of the impoverished, despite not being so and enjoy alternative music. This counterculture is thought to have come about from the gentrification of poor communities. However, hipsters or hipster style is so commonplace that hipsters are no longer truly counterculture but part of the mainstream. And yet, the idea of non-conformity and individuality is still a common reason for these behaviors. What is causing this phenomenon?

I propose that one of the main reasons for non-conformity culture is American media — more specifically, marketing. First, however, we must briefly examine American history and the origins of the “American Dream.” The American Dream was originally a dream of equality and justice. The phrase changed meaning as America changed until the Cold War, when it was repurposed to advocate for capitalist democracy. The definition has since remained the same, placing both wealth and the individual on a high pedestal.

Companies merely use this foundational American concept to their advantage: they use advertising to market their mass-produced products as if they are intended for unique individuals — not to mention that they are often also marketed as a sign of wealth. One example of this from a popular brand is the Apple “Think Different” video advertisement. In this ad, Apple calls to “the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in square holes,” and so on, claiming that Apple products are meant for them. This ad can be interpreted as saying their product is designed for those who do not initially conform, or fit in, when they are themselves. In reality, a 2018 poll conducted by Apple themselves indicates that American households own, on average, two Apple products.

Another great example is the Audi commercial “Be Yourself,” wherein the company depicts a competitor as being the common, conformist choice of car. However, in 2017, Audi sold almost 2 million vehicles in the U.S. alone. The common thread between these two advertisements and many others, is the idea that buying their products will somehow establish and label the consumer as a unique individual.

When this type of marketing is combined with the culture that coined “the American Dream,” which is now the idea that anyone can make anything of themselves in the United States, Americans may feel pressure to maintain non-conformity. What does this mean for the American people? Personality becomes conflated with material items. Individuality becomes a must in every aspect of one’s life. The enjoyment of popular entertainment is shunned.

Though this may sound like bad news, one study suggests that millennials, those born between roughly 1980 and 2000, have become more skeptical than previous generations. This study suggests that millennials distrust many things — the government, churches and mainstream media being a few examples. This is unsurprising in the age of the internet, where information is available with just a click. With this now-common technology, it is only logical that those who grew up with it have a more discerning eye between “real” and “fake” news, among other things. These findings suggest hope for the future of Americans, allowing them to truly be themselves without targeted ads influencing their personality and decisions.