Over the course of the past eight years, as we've observed brands navigate through the downs and ups of the financial markets, there has been an undercurrent of activity around the idea of generosity.  This first big move in 2009 was from Hyundai with their Assurance program from "an automaker that has your back."  Most recently, we've seen three retailers, Toys R Us , Ikea and Macy's, investing in holiday brand equity spots, more focused on the spirit of the season than the hot deal of the moment. What these retail brands understand is that aiming for the heart is a far better way to gain access to the wallet with a generation of parents who place "me" and "we" time at the top of the priority list and whose great desire is to pass these habits and values along to their children.