By: admin
Yesterday, I was chatting with my editor about the current appeal in our culture today of all things “green” — and we were trying to put our finger on the correct term for a particular type that exists in most cities across the country.
You’ve noticed them: late 20s to early 30s, working as architects or for nonprofits; they buy designer couches made of organic fabrics; they attend happy hours with prescribed conversation topics that usually have to do with design concepts, or what sort of bike racks the city needs. They read Dwell magazine and numerous blogs about “sustainable design” and “the built environment”; they drive Subaru Outbacks or Toyota Priuses (if they drive at all); they live in Portland, Ore.—or wish they did, and talk about it all the time.
Then coincidentally, at this morning’s “Go Green for Green” symposium hosted by The Daily Record at the Center Club, developer Owen Rouse hit it on the head: these people are Scuppies. That’s right, Socially Conscious Yuppies. The term was used in the context of a panel discussion that touched on what’s driving the green building industry, and Rouse points to them, along with the Dinkpops* of the world, as responsible for tipping the discussion in the green direction.
The fact that the once-epithet “yuppie” is built into this new term is important, because it indicates a sort of potential in the whole green movement for it to move from fashionable economic trend to permanent cultural archetype. It’s telling that “yuppie,” a term that dates from the early ‘80s, is recognized by my Microsoft Word spell-checker (even though “blog” is not). And in this month’s excellent 40th-anniversary issue of New York magazine, novelist Jay McInerney argues that yuppie culture has become the hegemon:
There probably are a few Budweiser-drinking union members left out in Brooklyn and Queens who guffaw at the idea of anyone belonging to a gym or buying coffee at any place other than a deli, but generally speaking, yuppie culture has become the culture, if not in reality, then aspirationally. … The ideal of connoisseurship, the worship of brand names and designer labels, the pursuit of physical perfection through exercise and surgery — do these sound like the quaint habits of an extinct clan?
If the Scuppies have their say in it, eventually “green” will become the culture, as yuppiedom has (at least in places like New York), if it hasn’t already (as it may have, apparently, in places like Portland). Have you ordered your organic couch yet?
* Dual Income, No Kids, Plenty of Pets—another term we learned this morning.
ROBBIE WHELAN, Business Writer