which 30?

One of the most profound things I've heard in regards to the Nike/Kaepernick drama goes something like this: 

Nike is more worried about their customers for the next 30 years than their customers from the last 30 years. And the customers for the next 30 understand the difference between police brutality and systemic racism... and patriotism and/or support for the military.

It does seem, generally speaking, the generations to come understand nuance and subtlety much better than the ones before them. They also seem to understand shades of gray and complexity a bit better. 

Maybe the important question is which one are you? This isn't always age related. And the other important question, if you're in business, which one are you selling to?