Branding Overload

Agenda Inc. recently linked to a BroadChannel article, which was a compilation of opinions on the future of marketing by branding experts. A lot of them were dull, dull, dull, but this one by Faith Popcorn, founder of Faith Popcorn's Brain Reserve, a woman who knows a thing or two about all things up-and-coming, caught my eye:

"Like the movement to combat environmental pollution, the next consumer-led reaction will be against the mental pollution caused by marketers. With every corner of the world—both real and virtual—becoming plastered with marketing messages, bombarded consumers are starting to say they've had enough. The current attack against marketing to kids is just the beginning."

Could this possibly be true? It seems like kids today are more into brands then ever. Then of course, all good...and bad...things eventually do come to an end. Still, I'd love to see or hear any evidence that early adopters are shrugging off marketing efforts.