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THE BIG IDEAS OF 2 0 1 2

Post CoolCarving up the new frontier of style.

Audio version read by George Atherton – Right -click t o download

Cool’s original power had derived from its formative role inforging a modern personality type, a style of engagement –indirect, ironic, flexible, infused with humor, sometimes flippant– that was adopted with success by a growing percentage of thepopulation.

But the relentless mass marketing of cool has tainted this style of

behavior and made it seem inauthentic or contrived to a growing

number of individuals. It is almost inconceivable that anything could

happen, at this late stage, that would restore to cool the freshness

and vitality it possessed in the fifties and sixties.

Of course, the old-school cool ethos will not disappear completely. Even when some color or

fabric is passé, it still finds its way into our wardrobe. But cool now lacks conviction and energy.

Above all, its economic force is diminishing. And this, more than anything, will accelerate its

decline. One busy cash register is worth more than a thousand pundits. The arbiters of taste –

at record labels, in films and TV, in consumer marketing, in media – will respond to these

economic shifts rather than lead them. But follow they must, or disappear from the scene.

Their successors will not make the same mistakes. Over time, this will transform even the last

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institutional bastions of cool into promoters of the postcool worldview.

One of the most interesting spectacles of postcool society will involve the dominant forces of

the old paradigm scrambling to co-opt the new one. Packaged and slick and phony will attempt

to become down-home and natural and authentic. We can see this playing out in many arenas

– from music to clothing, politics to daily news. But let us take one sector of our economy and

show how this works.

In consumer food products the postcool celebration of the natural and authentic is spelled out

in the recent dramatic growth in the sale of organic fruits and vegetables, vitamin supplements,

antibiotic-and-hormone-free beef, and other products that previously existed only on the

fringes of the food industry. Of course this trend spells trouble for packaged-food

multinationals, who are the real losers here. How do they respond? In the postcool society,

representatives of the old paradigm imitate the new one. So we have the Naked Juice

company, with its line of 100 percent natural, unsweetened beverages … but it’s owned by

Pepsi.

The registered slogan of this company is “Nothing to Hide” – but one thing is clearly hidden in

its marketing campaigns: its connection with PepsiCo Inc. Visit the Naked Juice website, and

see if you can find the name of the parent company anywhere. Goodluck! Then again, Naked

Juice needs to deal with its competitor Odwalla, a leader in all-natural juices … owned by Coca-

Cola.

Next stop on your itinerary, please visit the website for Dagoba, a company committed to the

highest quality organic chocolate, and see if you can find any mention of parent company

Hershey. But Mars Inc., maker of M&M’s and Snickers, has gone even further, acquiring Seeds

of Change, which sells more than six hundred types of 100 percent organically grown seeds.

And we have the Back to Nature brand of cereal and granola … but it is now owned by Kraft

foods, makers of Cheez Whiz and Velveeta. Heinz, through its minority position in Hain

Celestial, has an equity share in dozens of natural brands. I could cite countless other

examples. In fact, almost every major purveyor of packaged, processed food loaded with

preservatives and various chemicals is trying to position itself as a champion of healthy, natural

eating.

But the fascinating angle here is how well hidden these relationships are. In the old days,

Hershey would make sure everyone knew they were involved when they sold chocolate. After

all, what could be a better endorsement for confections than the Hershey brand name? Or

Coca-Cola’s for beverages? Or Pepsi’s? These companies have invested billions of dollars in

building and enhancing the value of their brand names. Pepsi alone has purchased celebrity

endorsements at untold cost from Britney Spears, Mariah Carey, P!nk, Christina Aguilera,

Michael Jackson, Janet Jackson, David Beckham, David Bowie, Shakira, Jackie Chan, Halle

Berry, Jennifer Lopez, Tina Turner, Justin Timberlake, Beyonce Knowles, Mary J. Blige, the

Spice Girls, Ray Charles, and many, many others. Yet now this company needs to conceal its

involvement in the fastest-growing segments of the beverage market? What gives? We see the

same old shift in field after field – music, media, consumer products, retailing, politics, fashion,

academia, the internet, almost everywhere you look. Organizations that have spent decades

investing in their image, their brand, their logo, now admit that it’s best to junk all that and

start with a clean sheet of paper.

This paradox will become part of the day-to-day life in postcool society. Even if postcool

celebrates the real and authentic, the simple and down to earth, it doesn’t mean that these

attributes will actually dominate public life. Instead we will find a grand charade of phony

pretending to be authentic, of contrived acting as though it is real, the intricately planned

putting on the mask of the simple and unaffected. In many instances, postcool will just be the

same folks who brought you cool, hiding behind a mask.

But this faux postcool will increasingly be forced to compete with the real thing. Grassroots



movements will be built around the core postcool values of simplicity, authenticity, naturalness

and earnestness. These will flourish outside the market place, in public and private discourse,

shaping attitudes and interpersonal relations. True, they will have an economic impact, but

their significance will not be reducible to dollars and cents. Postcool will inhabit people’s

psyches long before it takes control of their wallets.

This core distinction will be our chief guide in distinguishing the phony corporate maneuverings

from the real grassroots changes that will drive postcool society. The former will always inhabit

a product or service. And if the cool was a friend to business, seeing its own destiny in

accessories and gadgets, the postcool will have a more ambivalent relationship with the

prevailing economic interests. The new ethos does not require expensive new accessories and

often will take positive delight in downscaling lifestyles and paring back on unneeded extras.

Simplicity, authenticity, naturalness and earnestness … I mentioned these as though they were

parts of a product positioning exercise. But in fact they will be in the foundations of the postcool

personality type. Just as the cool was at its best when internalized as a way people acted and

not just trumpeted as a marketing message, so will postcool have its greatest impact as a way

people instinctively deal with situations and circumstances. In a book such as this, the

examples gathered inevitably come from things that can be seen, heard, touched, measured –

in short, what we call empirical evidence. But don’t let that fool you into thinking that these are

the primary signs of the new postcool era. Many of the most salient changes will be those that

we can grasp only indirectly and will not be measurable with any exactitude by statisticians

and pollsters.

For the same reason, postcool will be less fickle and changeable than cool. Postcool is not just

another style, another trend. It is the antithesis of style, of trendiness. And because it reflects

an emerging personality type and not a passing fashion, postcool will probably be around for

quite a while. Many merchants of cool will be tempted to dismiss or misinterpret postcool,

seeing its key elements as a new, marketable lifestyle, as just one more way of being cool. We

can already see many examples of this shortsighted behavior. But ultimately the attempt to

treat postcool as just another variant on cool will fail.

For 50 years, the prevailing tone has been focused outward. Cool was in the eyes of the

beholder, and those who lived by its principles needed constantly to be attuned to what others

were thinking and doing. As trends and fashions and languages changed, the cool cats had to

change as well … or risk being left behind. And even though good guys are expected to finish

last, according to the adage, cool cats are not allowed to bring up the rear. The cool was a

demanding deity, requiring its adherents to keep up with the times, to maintain a retinue of

admirers. But postcool, by nature inward focused and self-directed, will not be so easily

budged. From now on, the game will be played by different rules.

Postcool will be more intense than cool. Higher strung. More determined and less easily

deflected and distracted. For this reason, many parties will strive to win the allegiance of this

rapidly growing constituency. Political candidates will build their campaigns to appeal to the

new psyche. Marketers will position products to maximize their perceived value to this

demographic. Social movements and churches and media will all try to attract them. Who

wouldn’t want these assertive, strong-willed folks in their camp? But the challenges involved in

securing their support should not be minimized. The postcool person is not a belonger, not a

follower. As Arnold Mitchell discovered when he first identified this group in the seventies –

when it was just a tiny subset of the American public, maybe one or two percent by his

measure – these individuals are the hardest to market to … because by their nature they are

suspicious of marketing and resistant to its methods.

As a result, the postcool society will be full of surprises. The scene will be marked by

unexpected grassroots activities that come to the fore despite the best-laid plans of politicians

and corporate execs. Exciting? Perhaps. Dangerous and volatile? Certainly at times.



Of course, even postcool may sow the seeds of its own eventual decline. A new personality type

lasts longer than a passing fashion, but even deep-seated character patterns and emotional

styles can outlive their usefulness. Just as the cool personality became less effective over time,

postcool could find itself replaced by some yet-to-be defined paradigm. We can already see

postcool’s vulnerability in its unstable reliance on bluntness and aggression, its susceptibility to

anger and confrontation. When so much irritability and adversarial posturing permeate our

national and local lives, won’t this breed another reaction in time, a new cooling down of the

temperature and the emergence of consensus building and a softer, gentler emotional style in

public and private life?

But old-school cool will not come back. The cool is dead … at least as we knew it back in the

second half of the 20th century. If aspects of it still hold center stage from time to time, they

will do so because they have adapted to the new state of affairs. As with all passing

movements, the age of cool will inspire nostalgia and retain a few adherents, those folks who

always look back dreamily at the past, lamenting the loss of the good ol’ days. But the future

belongs to a different personality type and hard-nosed assertiveness. It’s like everything Mom

and Dad told you is finally coming true … only now you will be hearing it from your own

children.

Ted Gioia writes on music, literature and contemporary culture. He is the author of eight books, including The

History of Jazz, Delta Blues and The Birth (and Death) of the Cool.

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I agree that these

by arthurkukri on December 22 2011, @10:48 am

I agree that these multi-nationals won't really be able to coopt the success of some movements, but

others are easily exploited. Some will have to coexist.

Grass-fed beef is an example of the first scenerio. Grass-fed beef is probably one of the healthiest

foods on the planet. Period. Even the fat is loaded with the good, inflamation reducing Omega-3 fats

(just like salmon). But you can only put so many cows on so many acres of pasture. Corporations

could never produce the amount of beef raised on pasture to meet the demands of our culture. That's

not to say it's not possible to do, just not from a corporate model. If people bought their meat from a

local farmer in bulk once a year and put it in a chest freezer, it could be possible to get everyone on

grass-fed beef. The farmer cuts out the corporation.

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The example of real juice being marketed by pepsi is good for the second scenerio. Another would be

Truvia. It's now known that insulin boosting foods like so-called "healthy whole grians" (which are NOT

healthy) and sugar boost the level of glucose in the blood. This in turn boosts insulin. Chronically

elevated levels of insulin in the blood lead to metabolic syndrome (heart disease, obesity, diabetes,

hypertension) and so the goal in eating if you don't want any of these nasty diseases of civilization

would be to avoid insulin boosting foods. People are using Stevia now. A natural sweetener made

from south-american leaf extracts. But Stevia is bitter in higher amounts, so if you like you coffee

sweet then stevia isn't the answer. Enter Cargil. This uber-corporation found a way to extract the

"sweet" from Stevia and sell it. Now the paleo people (including my wife) are using it because it

achieves the goal without the bitter taste.

A good example of the last one would be barbell training. People who've read the book "Starting

Stength" now know why strength training machines at gyms such as the Missouri City TX LA Fitness

don't really work in the real world with average people. They switch to proper barbell training (squats,

presses, deadlifts) and they see amazing changes in their bodies FAST. This is because the body

likes to work together, not in isolation. Anyway, people are joining these super gyms because they

need someone to watch the kids while they work out on a daily basis, but they just train with barbells in

the middle of a globo-gym. This is how the underground movements and super-corporations mix

together in semi-harmony.

Here is my idea the coming

by man from the west on December 21 2011, @01:25 pm

Here is my idea the coming year:

Jubilee 2012

Let's Prove the Mayans We're Right Afterall

Universal Forgiveness of Debt for Everyone

December 21, 2012

A lot of these comments are

by Anon on December 20 2011, @01:16 pm

A lot of these comments are focused on the food examples the author used... ??

Personally, the paragraph below really resonates with me and summarizes the main idea behind this

cultural shift.

"But postcool, by nature inward focused and self-directed, will not be so easily budged. From now on,

the game will be played by different rules."

You withdrew my criticism of

by Anonymous on December 20 2011, @11:21 am

You withdrew my criticism of your magazine, what gives? If you can criticize the corporate stuff, which i

also think is bad, then why can't people criticize you? It makes us all stronger in the end. Just to

reiterate; you guys seem to be perpetually regurgitating the same themes over and over and over and

it makes me bored, like watching repeats of Simpsons. Its a form of cultural asphyxiation because it

prevents fresh ideas from recognition. Please stop Please stop Please stop Please stop Please stop

Please stop Please stop Please stop Please stop; just in case the request wasn't noticed the first time



Maybe you should ask yourself

by Mariachi Commandos on December 21 2011, @06:43 pm

Maybe you should ask yourself why you require a diet built on novelty. Aren't you part of the

problem?

Anybody using money in the


Anybody using money in the western world is part of the problem (for the most part).

I've been hearing exactly the same rhetoric for 3+ generations now, dressed up as

literature or theatre or music or some cultural bastion and it hasn't been having any

significant impact except to make the consumers of those bastions feel more

enlightened and therefore; satiated. It is my belief that the G-8 protests don't work

anymore; those news bites are expected to show up and thats all they are now, it's

time to move on and rethink the approach because its intended effect simply isn't

happening. The same with Adbusters and all those other bastions of enlightenment;

today's media consuming culture simply includes it along with the cyclic nature of the

rest of the entertainment ether then forgets it. If all there is to look forward to is a

rehash of cycled themes over and over... then at least we don't have to worry about

changing the way we do things because we want to be against the exact same shit

next gen, right? Thats why my diet is built on novelty. In your world it's; G-8 protest,

G-8 protest, G-8 protest, In my world it's; G-8 protest, G-8 protest, occupy wall St, ...?

Somebody please find a different way to do this stuff! After all; I <3 novelty.

cool, swell, groovy, builds

by kip.durocher on December 18 2011, @06:37 pm

cool, swell, groovy, builds strong bones, neat, healthy, organic,

certified organic ~ all ~ repeat all ~ madison avenue bull shit

chevy volt - sales gimmick

My favorite. John D Rockefeller's manager told him they would need to

buy 500 acres of land to store the sludge left over when they refined crude

to gas. Rockefeller said " Give me a day to talk to the Madison Avenue

boys." (the advertising men) They came up with a plan to bottle the slop

and convince Americans to smear it on themselves.

No money spent on land - more profit selling waste.

We still buy it - Pertoleum Jelly~ no use at all.

Where did you get any of that

by What? on December 19 2011, @02:12 pm

Where did you get any of that information on Petroleum Jelly? It's pure rubbish! I laughed

literally out loud and showed other people around my house!

Your igornance is not a


Your igornance is not a concern of mine.

Your mind is rubbish.

You showed it to "all the people you live with."0

Do you live in a group home for tards?



this is a more thought

by dghjfhkfhjflkka on December 17 2011, @06:05 pm

this is a more thought provoking article than may appear on first glance.

i think what you're describing is actually a generational shift from the boomers to some kind of x-

derived concept of punk rock. post-cool sounds exactly like punk to me.

has it been the norm, though, at least since the early 90s? well, amongst young people; i'm arguably

not young anymore. yet, the marketing apparatus has stayed boomer all this time, hasn't it? the shifts

have been more technological than substantial.

What if-- what if-- bear with

by Anonymous on December 17 2011, @05:00 pm

What if-- what if-- bear with me-- Naked and Odwalla are actually sort of like parasites taking over the

host body of PepsiCo and Coca-Cola-- using the host to propagate the "good" virus of organic foods?

What will happen when everyone is drinking more Naked and Odwalla than Pepsi and Coke? Won't

that be a victory of sorts? What do you want-- for everyone to be healthy, or for everyone to be

"cool"?

Ahh, I don't think, nor agree


Ahh, I don't think, nor agree with the notion that [cool] is litany of associable sentiments. Cool is dead,

like God, Santa, and the Fairy Tooth. It was a temporary, and now well self-dissolved, dimension of

conservatism, perilously toxified with romantic sprinkles, that faded into its own spectacular simulation

of substance. Please don't pretend about cool, or Cool. It was destructive and backward. Good

riddance to bad rubbish.

The example of organic foods


The example of organic foods and the neologism of "postcool" are an entirely ill-matched fit. Pepsi

and Coke, et al. are doing what they've always done: sell products. They remove their brand their

healthier subsidiaries because people have a negative stigma associated with brands like Pepsi,

which they associate with junk.

If the food is actually healthy, or organic, then I fail to see how they're involved in a "grand charade of

phony pretending to be authentic, of contrived acting as though it is real, the intricately planned

putting on the mask of the simple and unaffected'.

By replying to consumer demand for a product they're doing what they've always done: sell products.

Accusing of them insincerity and deploying the term "postcool" is rather missing the point surrounding

debates against capital and reductive to an extreme.

And finally, as a sociological phenomenon, it's entirely possible that people used to being "attuned to

what others were thinking and doing" will now attempt to appear "simple, genuine, authentic". What a

stunningly self-evident point. It's also entirely uninteresting.

As well, this article contains quite a lot of prophesying about the future, who it belongs to, what will

remain dead and what's likely to change. A bit preposterous.

Doing what they have always



by .fRITZ on December 16 2011, @06:09 pm

Doing what they have always done is the key issue here! these corporations own every fascet

of our lives and have been given the same rights that we The People hold. I implore you to

consider the gravity of this current state of affairs. Pepsi, Coke and Hershey are simply the tip

of the iceberg.. start looking into other corporations like Monsanto, or Glencore

(http://youtu.be/u6rSBifsvwg). If you dont see this as an issue- then i am afraid they have won

you over.

If the food is actually


If the food is actually healthy and organic then what is the problem? This example

simply does not fit with the theme of this article. Ultimately, so what if people are

eating a name brand as long as its healthy, especially considering the enormous

health problems that this country faces. Yes, better options, such as buying local,

exist. I simply think that this was a poor example for this article to use.

I see it as a fine and

by .fRITZ on December 17 2011, @04:42 pm

I see it as a fine and fragile line.

The point is: they are coat tailing on counter culuture so as to be able to

continue to do what the have always done... counter-culture came to be in

opposition to the 'cool" norm- seemingly there is little/no escape when they

are continuously aiming to redefine us to their benifiet.

Healthy drinks are one thing- but even look into clothing trends. we have Levi

using revloutionary romantisism and Buckowski poems to sell their jeans- and

it has become a trend to look "hobo-chique" when marketers realized that

youth were shopping at good-will and wearing keffiyeh's. Nothing is sacred to

them and all is profitable.. thats my issue- dont get me wrong- i love naked

juice, layers and sweet scarves.. but I hate the idea that these corporations

pull at our heart strings while aiming for our pockets.

Just drink water.

by Roberto on December 17 2011, @08:53 pm

Just drink water.

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Build yourself don't break


Build yourself don't break yourself. No Money, Stocks, Gold, Materialism, Bombs, Guns, Batons, or

Tasers Required. Care about yourself, Care about each other. Depend on yourself, Depend on each

other to take care of things.

You don't need to vote if you don't want to. And I won't as long as it's about all the above said.

Strangely, it's the thing that wasn't required of us in the Constitution that protects us partly from all the

BS when it's all said and done. No I will not participate in this and help you and I have that right!

You don't need to be anti-government. Just do what you believe.

I don't believe in voting for people who believe that Wall Street deserved the BAIL OUT and are

unwilling to put pressure that something be done about it immediately before they are even in office or

if they are in office.

You want the people to listen to you? Start listening to the people.

They are out there in the streets asking for your help.

This is why I am not at your door hollering at you, and begging for you to help.

This is why I am so hard for you to hear. You have made the American people believe they can't do

anything without you. Without the FED. It's terrible... Congress has some Americans believing, you

don't have a voice without them to fight your battles...

But Finance, Money, Gold, Stocks, Fancy Suits, and Fancy Cars. Bombs, Oil, and tremendous world

power do not make this country. Do not protect this country. If anything they make it more vulnerable

to attacks by those extremists who believe that this is what America is about and how we operate.

The hard work, values, belief in freedom, opportunity, and the right to pursue happiness are what the

American People are about. The compassion to help those in need and be vigilant of human and

social injustices that occur and work to end them, and have people overcome them, are what our

country is about. CIVIL RIGHTS. Civility. Compassion for people. Respect.

The American People who demand Congress and the President do something about Wall Street and

the Bail Out and are not willing to be silent. The American people who say "Our Country is about Far

More than Money" It's about a whole way of life, for families and their children across the world.

Keep it up Patriots. Write your Letters. Let your voices Your First Amendment Right granted by the

founders of this very nation be heard. And if it makes you feel good "More Cowbell."

Cool is learning new things.


Cool is learning new things. Cool is being happy just looking at a human face. Cool is being free of

influence. Cool is making your own culture. Cool is caring about things. Cool is replying. Cool is the

silence as snow falls all around you. Cool is waking up today. Cool is both of us being here. Cool is

you not knowing me, but meeting me here. Cool is not knowing who you are, but loving you because

you are Life. Cool is knowing how important this moment is, and this moment, and this moment, and

this moment...

Apparently cool is


Apparently cool is every/anything..., its the neckties wall streeters wear on those blustery

mornings before a big merger, cool is the feces found in fastfood "meat", cool is the oceans

salty water that sprays up on deck just before they do an illegal sewage dump, who else has

the cool, the McCool, if you like?

You confuse cool and a kb




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You confuse cool and a kb session.

you're not talking cool,


you're not talking cool, you're talking the under 20 yr olds, don't mistake simple with cool,

which died years ago. So go buy an organic piece of sh#t and feel cool.

Spoken well. I agree.


Spoken well. I agree.

In fact, to add to that...


In fact, to add to that... thank you for sharing!

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