"What we've been telling [young people] for the last ten years, I think, is: "Buy Coke." [...] But I do think that the message of this country has been over the past ten years, it's been—not just Play, but Buy. And Consume. And it has been Consume, and I think in the corporate oligarchy that we've established that is—that was what we were dealing with. We were dealing with trying to raise a generation of people who would like to buy our products. [...] Can I tell you something though? Spending time at colleges and spending time with these people—I never thought that this was an apathetic generation, and I never thought that this was a group of people that would not answer a call to arms. And I personally feel extremely hopeful about that because of the experiences I've had with them. They're a smart group and there's a hell of a lot of 'em."