The Bleeding Edge

Five months ago, Erin, one of our resident cool hunters told me, “You know those plastic mesh trucker hats —they’re the next big thing, they’re on the bleeding edge, man.” After I asked him what the “bleeding edge” meant (apparently, it’s beyond the cutting edge), I considered his opinion of what’s next in fashion for men. “No way,” was my response. Now as I walk down the street in the evenings, I see the occasional 20 something frat-boy wannabe sporting a mesh trucker cap.

A month ago, I was alerted to the concept of flash mobs. Now it’s all over the media.

Last year, The Osbournes was the hottest show on television, around which sprouted a host of imitators. This summer, Queer Eye for the Straight Guy is the new sensation.

What all of these products have in common is a short life cycle. Here today and gone before you've finished paying attention. This is happening with ever increasing speed. It seems that our hunger for what’s new is being fed by an ever increasing sensational media.

This is dangerous for marketers, consumers, and our culture. It’s dangerous for marketers because there is an underlying push for flash without substance, making novelty marketing the norm. It’s dangerous for consumers because they will always be looking for the latest thing above other considerations, further feeding the frenzy of sensationalism. Finally, it’s dangerous for our culture because it simply isn’t human.

So this weekend, go ahead, put on that old KISS or Jordache t-shirt from 1981. It feels real comfortable, doesn’t it?