Brands are obsessed with appearing cool; therefore, they capture and mine youth

The outsourcing of jobs has also had a 
negative impact on employees in the 
Western world.
Traditionally, a large multinational company 
would directly employ the vast majority of its 
workforce to manufacture the company’s 
products. The unionization of the company’s 
workforce enabled a large proportion of its 
employees to have relatively well-paid, full-time 
permanent jobs. Working conditions were good, 
and many employees and employers felt loyalty 
toward one another.
The policy of outsourcing changed all this in the 
1980s. Multinationals realized that they could 
dramatically cut labor costs by employing 
overseas contractors to manufacture their goods 
instead of using the factories at home. As 
branding became more important than the 
products themselves, companies preferred to 
spend their money on advertising and marketing 
rather than on manufacturers.
As domestic factories began to close and 
manufacturing jobs shifted overseas, the very 
nature of Western economies changed 
dramatically: manufacturing jobs were replaced 
by a massively different type of employment in 
the service sector. These new service jobs, 
which became known as ‘McJobs,’ were far 
more likely to be part-time, non-contracted and 
poorly paid.

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In many workplaces, union membership is 
discouraged, “trouble-makers” are fired, and 
work satisfaction is very low. Companies prefer 
to hire young employees as they are generally 
cheaper and less likely to make demands 
regarding working conditions and labor laws. 
Costs are kept even lower by contracting staff 
through ‘temp’ agencies rather than employing 
them directly, hence depriving the workers of 
many employer benefits.
This has led to a workforce which is deeply 
cynical and which neither feels loyalty toward 
employers, nor expects any in return.
The outsourcing of jobs has also had a negative 
impact on employees in the Western world.