With the return of the crises, familys rediscover the family's virtues, whether they are two-parent, reconstituted, single parent, or chosen families. Home has become again a place where you invest: you decore it. As genuine heirs of the porn chic trend, the present times are for lingerie and sexy homewear. In the kitchen, organic well-eating replaced the junk food dictatorship. Virtue is an active, committed valor. Political parties and brands praise the return to valorous virtues such as labor, the passing on from a generation to another, sharing, equity and solidarity.

    Diet product sales plunged, leading distribution retailers to progressively get rid of this label associated with a too high level of sugar and to obesity, and to orient themselves to the appeal of new organic and fair (in theory) trade.

    Sustainable development leaves more to the future generations than to the current generation, it has to preserve health and environment.

    At the Stock Exchange, gold and diamond are no longer seen as safe-haven values. The living-well has become the new savoir-vivre. The virtuous organic trend will reign unchallenged in our closets and our plates. Organic cotton has replaced the Rolex watch in the bourgeois-bohèmes' list of musts.

“Selling one's Rolex” has become the new politically correct equivalent for “Eating one's hat”. In a time where organic products do the talk, the advertiser Jacques Séguéla has clearly understood that provocation is no longer in the air. The ambient atmosphere is impregnated with political correctness and humor. He sold his Rolex and donated the money to charities, in his competitors' store in the drugstore Publicis.

In the 60's, Lenny Bruce, the inventor of the stand-up, stood against the hundreds of million dollars invested by the Kennedy government in his affirmative action policy which is  aiming at favoring the social and professional integration of visible minorities, Black and Hispanic people mainly. He wanted the President to mention in his speeches the terms “niggers”, “kikes”, and “chicanos” which would have the effect of limiting the reach of these racist expressions according to him.

In the 80's-90's, the decade of the children of the advertising era, you had to be unconventional, seriousness was banned, Lenny's theory was triumphing. Derision and cynism were highly fashionable. The soaring of prices in the stock exchange and art were their last avatars. The two elections of President Barack Obama proved that the politically correct approach, responsible and virtuous are an active principe which brings forward society and its habits. Today, politically correctness has become the cornerstone of laws, it helped electing a “non-white” as president of the most powerful State in the world.

It is also the official language of all democratic nations, the one that will allow the evolution of society's usages and habits, and of love relationships.

    Political correctness as a life insurance?  Today, the well-being is collective, it is forbidden to pollute the air, the earth, water, or to upset your peers. The alarming warning “Smoking kills!” has replaced the classy “Do you smoke?”.  Alain Delon, Jacques Tati, Coco Chanel, Lucky Luke, Jacques Chirac have become, against their will, defensors of the struggle against smoking.

    Frédéric Beigbeder, an over-excited, hypersensitive romantic hero, reconnects in his book “Un Roman Français” with his family and history. Hypersensitive people get back home and abide by the rules, at least on the streets ;-).

Luxury is dead, long live quality / Far from Tom Ford's porno chic, the PPR Group has been reconnecting with the land origins of his founder, the forrester François Pinault. The Group will then position itself on a new kind of Luxury focused on quality and a mastered creativity. PPR announces this turn by funding the movie HOME from Yann Arthus-Bertrand.

    Successfully launched in the 70's by Alain-Dominique Perrin, the Musts, a jewelry line with affordable prices was rapidly given up in order not to demean Cartier's image. In the mid-nineties, in order to answer the growing demand generated by globalization and the emergence of new markets, the luxury groups have invented something called the affordable luxury and the must haves.

    In 40 years, we have shifted from an elitist luxury to mass luxury, from the Musts to the must haves.

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