We all know what we see on Facebook or Instagram isn’t “real,” but that doesn’t mean we don’t judge ourselves against it. I find that millennials are far less jealous of objects or belongings on social media than the holistic experiences represented there, the sort of thing that prompts people to comment, I want your life. That enviable mix of leisure and travel, the accumulation of pets and children, the landscapes inhabited and the food consumed seems not just desirable, but balanced, satisfied, and unafflicted by burnout.
Posting on social media, after all, is a means of narrativizing our own lives: What we’re telling ourselves our lives are like. And when we don’t feel the satisfaction that we’ve been told we should receive from a good job that’s “fulfilling,” balanced with a personal life that’s equally so, the best way to convince yourself you’re feeling it is to illustrate it for others.
“Branding” is a fitting word for this work, as it underlines what the millennial self becomes: a product. And as in childhood, the work of optimizing that brand blurs whatever boundaries remained between work and play. There is no “off the clock” when at all hours you could be documenting your on-brand experiences or tweeting your on-brand observations.
Anne Helen Petersen writing in BuzzFeed News