→ The age of average
Alex Murrell perfectly joins the dots on so many threads of modern culture, and why they’re all so… samey.
“So, there you have it. The interiors of our homes, coffee shops and restaurants all look the same. The buildings where we live and work all look the same. The cars we drive, their colours and their logos all look the same. The way we look and the way we dress all looks the same. Our movies, books and video games all look the same. And the brands we buy, their adverts, identities and taglines all look the same.”
Murrell’s argument is that, in an increasingly homogeneous world, there’s a greater opportunity than ever to do something different – greater returns to distinctiveness, if you will. But I wonder whether that’s really the case. The bland world Murrell describes is one of our own making: algorithms serve us content, and we engage with the blandest bits; market research firms ask us our opinions, and they turn out to be pretty bland too; Airbnb offers us the world and we choose to stay in identikit apartments. Does the world really cry out for distinctiveness and diversity? Or is that only the predilection of art directors and aesthetes?