A new ice-cream parlour has opened opposite my house and it’s a bit grim. It’s a chain, apparently: Basingstoke, Plymouth, Oxford… There’s nothing wrong with the place, really. It’s just the branding: The name, the signage, the pink and black and red and white interior.
The owners are clearly ignorant of the rules of the game. The rules are: A bit hipster, Scandinavia-meets-Pacific-North-West, wooden tables, exposed brick, white tiles, beards, tattoos… It’s not that difficult. Even fucking KFC has started doing it now. It’s in the marquee in British Bake Off, for fuck’s sake.
Now I’m all for originality and I have as big an aversion to that nebulous group we call hipsters as anyone, but let’s be realistic. We are living in an age with a new, weird kind of fascism: The homogeneity of global, urban consumer taste is all-pervading and to open a shop with a pink and black interior is to advertise your “otherness”, or at least your cluelessness, to the urban customers you wish to entice.
I’m not sure exactly when it set in, but somewhere in this millennium, everybody started thinking alike. The subcultures which had previously defined young people and kept them apart from their elders subsided. Vintage clothing further blurred the generational gaps. Here’s a disturbing fact: A 16-year-old’s record collection now contains 40% of the same tracks as a 60-year-old’s.
Meanwhile, at the other end of the scale, the last of the proper grannies died: Those ladies who wore nylon dresses, ate salad cream and disapproved of ‘living in sin’ and ‘the gays’ were no more. In a recent EU survey, 99% of Britons said they wouldn’t mind if a gay couple moved in next door. Europe-wide, this figure is well over 90%.
In urban areas in the Global South, western liberal values like gay rights, marriage for love and women’s rights are in the ascendency, thus breaking down the cultural peculiarities which made the world a much more diverse place twenty or even ten years ago. Meanwhile, global super-brands from Apple to Beyonce stalk the earth for new markets, sucking more and more consumers inexorably into their crowd-pleasing thrall.
In the age of big data, governments and corporations are increasingly able to design according to the wishes or predispositions of the crowd. “Crowdshaping” involves using personal data drawn from the people inside a defined physical area to shape and reshape their experience. For example, town planners make traffic lights which change according to real time traffic data, or DJs play songs taken from the audience’s home computer playlists.
Which is to say that the present and future of our society is a tyranny of the majority. It is a society where we are closely monitored, and everybody thinks and acts alike. Meanwhile, Germany dominates Europe economically and Scandinavian aesthetics rules culturally. Sounds rather like the Third Reich. But with hipsters.
Which kind of makes me want to hang out in the ice-cream shop just on principle. But I bet they don’t even have fucking WIFI.