If I try to see the millennial generation as a single decision-maker, I’d say it looks an awful lot like someone with multiple personalities.

Solving this problem requires solving coordination problems. Solving coordination problems requires creating a sense of community where people are motivated to act beyond their self interest. Collective motivation at that level requires symbolism and ceremony tapping into the deepest familial affections of the human heart.

The royal family will beat you at that game. You might choose to play a different one.