Finder Guy is an adorably chunky, dual-toned blue creature with a rounded head and a perpetual smile. Apple is being fairly tight-lipped about him; he hasn't been officially announced or acknowledged by the company.
The people who need you to shrink are dealing with their own stuff. After decades of running my own electrical contracting business, I've worked in hundreds of homes. Rich people, poor people, and everyone in between. You know what I noticed? The people who treated me like I was beneath them were always the ones fighting their own battles.
But we in marketing also have a certain fixation on youth. Millennials (put roughly, those born between 1980 and 2000) are the prime suspect at the minute because from where we sit in London, it seems like they're reaching their prime consumption years. They value experiences over things. They want authentic connections to brands. They want to be marketed to via a social influencer instead of a traditional ad (ha! they want to be marketed to - insert laugh/cry emoji here).