We exploit 20 something year olds new found freedom and cashflows. This is the first time they are making money and are looking to be independent and "grown up" or "find themselves" so the market says "hey, I'll help you find yourself if you give me money."
Young people have a natural sense of invisibility. "I can do anything I set my mind to" has been burned into their brains since grade school. The market turns this into "I can buy anything I want to."
It's like society says "Look, you're grown up now so you need to participate in the economy. Not only do you need to make money, but what's more important is you need to spend money so I can have it."
The wedding industry from wedding rings to venues, new babies, even interviewing for white collar jobs used to be accompanied with the need for a new suit.
Once it can be established something is important and to be revered, rent seeking knows no bounds.