21ST CENTURY RELATIONSHIPS: I Love You, But Our Happiness Doesn’t Fit My Personal Brand’s Narrative Strategy. “My market research shows that nihilism is hot right now. Malcontent millennials tend to share posts significantly more if they contain phrases like ‘I’m dead inside’ or ‘I’m am consumed by despair.’ So, while I do love you and love the life we share together, expressing that joy on social media would undo all the work I’ve put into carefully crafting my personal brand’s ‘voice.’ It’s called strategy for a reason, babe.”