Is it the appeal of it that's waning, or is it increasingly clear that there will be a generation or two for which 'solidity' is simply out of reach?
So what do you do? Grin and bear it? Hope for a quick improvement to a problem decades in the making?
A common view among Gen Z or younger Millennials I know is that not only will you have a lower quality of life than your parents (and your kids probably will too), you'll have a lower quality of life even to elder Millennials (who happened to enter the housing market 5 years earlier than you).
So, you can either have a severely hampered life here in Canada (due to cost of housing and general COL), where you just kind of scrape by and try to emulate everything you've seen growing up but without any flexibility or safety net... or you can roll the dice and do something more adventurous, like move out to a rural setting in the US, or go further abroad on an adventure.
The article mentions this dynamic but strangely seems to position it as a lifestyle 'choice' akin to whether or not you like riding bikes or rock climbing.
Also, you can't help but cringe at the conclusion saying this is an "opportunity" for "brands" to capitalize on. Great, what an important silver lining!