The Meaning of "Super-Ordinary"
In the 21st century, we want things that are fresh, pretty and unique. This year, wearing fluorescent or gold colors is the general fashion trend. Also, foreign cars which have unique designs are becoming even more popular. Within this generation which strains to catch others' eyes, skeptical people are emerging. They are looking for something simple and plain. They refer to themselves as super-ordinary. What is the real meaning of this inclination?
Super-Ordinary : An Inclination Beyond the Ordinary
1) Simplicity and Convenience : Most people live with the aim of being first in this competitive society. To be the first they have to move quickly and achieve tangible goals. Everyone is pressed by a tight schedule but everyone needs rest during this heavy life. However, even their rest time is filled with splendid and clamorous things like luxury shopping or extravagant travel. People these days have complicated lives. Super-ordinaries react against this pattern of life. These people do not want patterns that restrict their lives. They want to have ordinary lives and have freedom rather than be special and catch others' eyes. For example, consider the case of the Dopie Sandal released by Terra Plana Co. This sandal was a big hit in England. Its features are lightness and an extremely simple design. The slogan "naked shoes for naked people" lets us know that it's a symbol of freedom. This sandal gives us the same feeling as walking barefoot. Super-ordinary people want to buy it.
2) Eco-Friendly Inclinations : In this industrial age, we have developed rapidly without consideration
: In this industrial age, we have developed rapidly without considerationfor the environment. In the 21st century, various environmental communities and government supported eco-friendly businesses are appearing. However, they concentrate on big issues like prohibitions against whale fishing or opposition to land reclamation projects. Actually, trivial problems and individual behaviors in daily life are more important. Of course, establishing special days to pick up trash on the beach or on mountains is good, but these are piecemeal events. Super-ordinaries think that eco-friendly businesses have to be embodied in daily life. There are some items which suit their aims. One is "Oranienbaum Lollipop," which tastes of orange. When you suck this candy, a seed remains in your mouth. If you spit out the seed, it will grow to be a plant. Through your unconscious actions you practice eco-friendly consumption. Similar to the candy, there is a "seed pen," which is a pencil. When it has worn out, then you plant this piece of pencil in the ground and give it water. If you give it some care, you can grow a noble plant because there is a seed in the end of the pencil.
3) A Sense of Social Responsibility :
Life these days is too individualistic. We neglect social matters to satisfy our own desires. Of course, Super-ordinaries are individuals, but they value social responsibility. A special bag, named "I'm not a plastic bag," sold out in an hour in the USA. The purpose of this bag was raising awareness about using plastic bags. A person who carries it shows us his or her pledges, "I will not use disposable products," and "You have to make efforts not to use plastic bags." Therefore, they carry not only "beauty" but also "meaning." This point coincides with the inclinations of super-ordinaries. Super-ordinaries change their way of thinking from "I"-oriented thinking to "we"-oriented thinking.
The Allure of Being a Super-Ordinary
Some people confuse YAWNS(Young And Wealthy but Normal) and super-ordinaries. However, super-ordinaries don't care whether a person who wants to be super-ordinary is wealthy or poor. They just like simplicity, the environment and social responsibility. Putting concern into daily life rather than making grand theories is Super-Ordinary.
Life necessarily involves consumption, but through this article, you will have learned that the consumption patterns of super-ordinaries are special. Most people buy products out of ostentation or for satisfaction while super-ordinaries purchase things to increase their own freedom and in order to benefit many people. Stuff that is thrown away by most people will become trash, but stuff that is thrown away by super-ordinaries will become small green life. The best attraction of the lifestyle is that actions are fulfilled in daily life, so that people become real SUPER-OPDINARIES.