David Fallarme’s blog The Marketing Student is an unabashed Generation Y viewpoint on all things marketing. In one of his recent posts, his epiphany in a convenience store candy aisle that marketing is a necessary evil is a window into just how savvy the current generation has become to the tactics marketers use. Fallarme is marketing professional and very much a student of the game. Yet the lens through which he looks at his own profession is indicative of underlying sentiments among today s youth. It’s a generation whose perception of marketing and branding has been honed through a lifetime of being targeted by products.