Bobos in Paradise: The New Upper Class and How they Got There, by David Brooks
Ever read a description about somebody else that seems to describe you? This 20-year old study of the “bohemian bourgeous” basically nails everyone I’ve met from college onward. Think of the New York Times wedding announcements – ivy leaguers who work in a profession or high-end creative field like publishing, or academia.
As Brooks sees it, the US was traditionally ruled by WASPs (white Anglo Saxon protestants), who dominated politics, business, and culture. But since the 60s, the we’ve moved to a “meritocracy” which rewards kids with astronomic SAT scores more than those with the perfect country club bona fides. The result? The rise of the Bobos (bohemian bourgeious) – who have inherited the liberal “hippie” culture of the 60s but also participate in the 80s / 90s go-go economy. They value career success but don't want to come across as overly materialistic.
So what exactly is a bobo?
Bobos would never drive a Porsche – but are happy to pay $40-50K for a luxury SUV because it’s “useful” (on the west coast, Subarus are the ultimate bobo car. And we just bought one!)
Bobos look down at “Mcmansions,” but, again, are fine spending money on fancy cooking knives because they are…”useful”
Bobos would never go to a club Med or on a cruise. Too indulgent. Too common. Instead, they’ll hike in South America for a week or try to find the best “authentic” bed-and-breakfasts in the French countryside. Leisure is another opportunity for self-improvement and “growth”
Bobos marry each other. It’s not uncommon for a “predator” (lawyer, finance professional) to pair up with a “nurturer” (nonprofit exec, doctor) (Brooks’ terms, not mine).
I read this in a very Bobo setting: on a trip to the “under-developed” Hawaiian island of Kauai with my classmates from business school. It occurred to me that 1) I was a bobo, and 2) Silicon valley is the bobo capital of the world. People are very capitalist but somewhat uncomfortable with coming across as too fancy. So, it becomes “normal” to buy a $2,000 carbon fiber bike as exercise is good and productive.
The biggest “so-what” for me
Things don’t change that quickly. The exact stereotypes still hold true.
Virtuous consumption” is still consumption. And being anti-materialistic can be materialistic in its own way. And if you describe your vacation home as “down to earth,” you need to get in touch with reality.
We have a weird relationship with leisure and consumption. Gone are the days when you could pursue pleasure for pleasure’s sake – going on a cruise, playing videogames. All of our money and time must be for something useful – physical fitness, mindfulness, “networking.” The best example of this is how much time people waste on their computers doing “work” – googling random crap, researching small, inconsequential purchases, checking facebook. As a result, I think we experience fewer moments of spontaneous joy and pleasure. I have a lot to say about this topic…
And the biggest irony of all: while ascendant in 2000, bobos’ power has waned in recent years. Take the 2016 election – trump supporters over bobos. And the “new left,” disillusioned with capitalism, is a direct repudiation of core bobo values.
Being a bobo in and of itself isn’t bad. What’s bad is…
Assuming everybody in the country is a bobo
Refusing to acknowledge that the bobo lifestyle is deeply materialistic and consumeristic in its own way
Being unable to enjoy pleasure from “useless” activities like video games or TV
Seeing career achievement and "authenticity" as the ultimate measure of somebody's worth. Some of Pete Buttigieg's popularity is due to scoring high on those bobo metrics.