It does make sense: a generation that has grown up with such a high level of insecurity not just in the world outside but right close to them at home is not going to hanker after risk and adventure.
In the long-lost days of my youth, the fear was that you'd become old, boring or an accountant. And my generation is still hanging on to that dream in its mutton-dressed-as-lamb clothing and attitudes. But when the real fear is to spiral down into unemployment, poverty and failure, it's no wonder that 16-24 year olds today seek out the sensible, the secure, the stable.
And brands can play a role in this. But more by providing a real added value service or product that people can rely on over time rather than some 40-year-old's idea of a "totally awesome app" that's plugged in today and chucked out tomorrow.