Gone with the ‘Winder’“What have the Bobos become?”

May 12, 2009

1©tns research international

Emergence of the Winder

• A trend first spotted by Meiskins and Whalley(along with the “soft-winner”, which is synonymous)

– Putting Work In Its Place: A Quiet Revolution, Peter Meiksins , Peter Whalley , Cornell University Press (2004)

• A concept first coined by John W. Leigh (2008)• A concept first coined by John W. Leigh (2008)– http://www.scribd.com/doc/36664106/Moving-towards-new-forms-of-social-success

• Social success no longer synonymous with greed and ostentation

• High-flyers can be decent human beings as well: big news!

2©tns research international

The Winder: opening new horizons

• Rising above the level of a machine

• [We have seen a more mature kindof social success emerge, within the enlarged social classes, that somecommentators have called "soft-winner"or "windy-winner", in winner"or "windy-winner", in reference to a more flexible and ethereal idea, to their status, and insofar as rewriting the surfingrulebook, to the speed of a motorbike with "wind in theirhair"…] John W. Leigh – http://www.scribd.com/doc/36664106/Movi

ng-towards-new-forms-of-social-success

3©tns research international

Social Stratification

• The three components:

– Wealth

– Prestige– Prestige

– Power

Max Weber

4©tns research international

Yuppie

• Greedy

• Vain• Vain

• Wastrel

5©tns research international

Financial High-Flyers

• Image impacted by

subprime crisissubprime crisis

• Not “winners

anymore”

6©tns research international

The Yuppies’ Hero

• Patrick Bateman

– Successful; but…– Successful; but…

– Narcissistic

– Serial killer!

7©tns research international

The Winder’s Idol

• Atticus Finch

– Successful; and…

Ethical– Ethical

– Modest

8©tns research international

Hollywood Hero

• Viggo Mortenson

– Top actor

– Multi-talented

– Charitable

9©tns research international

Starlet of Choice

• Scarlett Johansson

– Award winning

actressactress

– Anti-poverty

campaigner

10©tns research international

Musical Influences

• The Strokes

– “A body to

deodorize, A life deodorize, A life

to scrutinize,”

problems for

every winder

11©tns research international

21st Century Individualism

• Oscar Wilde

– “Individualism is a

disturbing and disturbing and

disintegrating force.

Therein lies its

immense value.”

12©tns research international

13©tns research international /