“Love yourself” – this generation has been raised with the mentality that no one will love you more than you do, and that you won’t be loveable unless you love yourself first. Sounds self-absorbed on print? Definitely. But this obsession with satisfying the ego isn’t so easy to fathom once you’ve been raised to believe that this is the way to live.

Welcome to Generation Me.

The idea is simple enough. Approximately everyone born from the 1970s to the 1990s have been raised on a concept of self-indulgence. You want this. You need this. You deserve this. The concept of depriving yourself is so unbelievable that skipping meat once a year during Lent is seen by this generation as the ultimate example of sacrifice.

No wonder this generation is populated with shopaholics.