In times when losses caused by excesses become evident, the thirst for increased sobriety (as in: simple, no frills) peaks.
As such, references to ‘the new normal’ have appeared ubiquitously and with increasing frequency during peaks of the ongoing economic and financial crisis. Gradually the term has been picked up by many ‘leaders’ across the globe as the embodiment of the need for business (and politics) to adapt to new times, with new systemic laws, new equilibria, new codes of conduct, etc.
‘Outwageous‘ golden handshakes, boardroom benefits, management bonuses, etc. are under public attack. Yet not only monetary instances of inflation increasingly attract criticism, also the widening gap between consumption value and meaningfulness for example, as well as boundless branding without proof of substance. The ‘new normal’ and the whole notion of what is ‘normal’ and how we value it, shows itself in a myriad of ways.
Nerds become rockstars, rockstars ‘show off’ with their lack of eccentricities and prime ministers travel economy class. Fashionistas celebrate craftsmanship, timeless quality without the glitter, a single color sweater of top-of-the-line pure wool is the ultimate cool. Boring to some, enviably stylish to others. In fact, some have already started calling boring the new cool. Two years ago, James Ward even organized a packed conference entitled “Boring 2010″. The tranquility of boredom creates time … time to discover things anew as well as new things. Yet again, sobriety can mean more than ‘boring’. It may just as well refer to a profound craving for substance, for meaning or simplicity lost.
According to various branding agencies, in the next few years we are likely to witness a strong increase in the amount of plain products (e.g. Muji, ±0 etc.) and packaging, (near)logo-less brand building; products and services speaking for themselves, their qualities as well as their weaknesses without layers of deceiptful make-up.
Products, services, behaviors … Already we see bike design gaining more attention and attract a more loyal following than that of many cars. Along similar lines of this quest for meaningfulness and qualities of life, slow lifestyle alternatives – related but not limited to slow food – are making headway as they remind people to question assumptions about life in the fast lane.
In a way ‘sobriety’ also implies the reappreciation of the small big valuable things in life, all of which can be ‘created’ and experienced, few of which can be bought, since their value often escapes the narrow definition of value as celebrated by consumption society as we (used to) know it. Not the reset of value to a forgotten baseline but a transformation of the systems of value and the meanings they deal with, is what characterizes and propels the thirst for sobriety to new heights.
Image: painting by Giorgio Morandi