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Sam Wolfson on why your children are outsmarting you

This week, Benetton tried to drum up a new knitwear controversy with an ad campaign that celebrates the number of unemployed young people in the world reaching 100 million. In the ads, sullen-faced young businesspeople clad in lambswool blazers and merino facial hair stare dejectedly into the middle distance like Apprentice contestants trying to think of a name for their pop-up courgette stall. They all stand under the tagline “Unemployee of the Year”.

As part of the campaign, Benetton wants unemployed youngsters to pitch it ideas for community projects in return for a slice of a €500,000 (£400,000) fund. It says the aim is to motivate young people “to become actors of change against indifference and stigma”. Yeah, bog off indifference.

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Photograph: Smart kid: 16-year-old Tavi Gevinson has already published her first anthology. By Daniel Zuchnik

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