Promoting their latest car Adam, the major automobile manufacturer Vauxhall encourages the viewer to ‘be himself’, what according to the ad means, to be creative, be an artist, have a tattoo, be different! There wouldn’t be anything wrong about it, if the lifestyle trend based on the importance of expressing one’s personality, wasn’t fading away. Today, we live in a new digital / smart, and in fact, more uniform era. In 2013 people desire to be perceived as intelligent rather than creative, even if that means to look alike.
That takes me to another point and that is, what have skiing and the business degree in common?
The ‘boring but sophisticated’ skiing replaced freestyle snowboarding as the sales of snowboards have dropped by 21% over the last four years while the sales of ski equipment have climbed by 3%, according to the Snowsport Industries America. Higher education gains on popularity, despite the fact, that the tuition fees rose by two-thirds in the last 5 years. 35 023 students applied to Harvard and 17 000 to Oxford in 2013, with the average tuition fee cost being $52,652 per year in the US and £9000 in the UK. Even this drastic figures do not stop students from applying to universities, because in the smart era nothing seems more reasonable than having an academic degree. Art programmes are not in such demand as they used to be, because the Class of 2016 prefers to major in the business administration, biology and politics. Being smart surpasses being creative.
And our looks have changed too. 1 in 3 Britons and 32% of Americans regret having a tattoo, according to the British Association of Dermatologists and The Patient’s Guide. In 2013, 90% of employers stated that tattoo is no longer perceived as a ‘part of your personality’ and visible ink is undesirable in the hiring process. Piercings, low baggy pants and heavy make-up are definitely out of fashion. In 2013 we aim to look chic and professional, dressed in the smart clothes.
Spending the spare time in libraries have become highly popular over the last years, mostly due to the free access to the Internet and variety of e-books and online magazines. Many hotels are building libraries in order to provide their guest with a ‘smarter solution’ how to spend their vacation.
In conclusion, whether you like it or not, 2013 means smart, and this trend is not going anywhere in the near future.