On all the garbage direct to consumer startups.

All startups seek to disrupt and disintermediate a smug status quo, or originate and dominate an entirely new niche. But what makes a brand a bland is duality: claiming simultaneously to be unique in product, groundbreaking in purpose, and singular in delivery, while slavishly obeying an identikit formula of business model, look and feel, and tone of voice.

Despite hiding in plain sight (and plain recycled packaging), this “slight of bland” has won the wallets of a generation that considers itself above marketing, and created some of the buzziest companies of the age.

2023-04-01: It’s worse, average is everywhere

The interiors of our homes, coffee shops and restaurants all look the same. The buildings where we live and work all look the same. The cars we drive, their colors and their logos all look the same. The way we look and the way we dress all looks the same. Our movies, books and video games all look the same. And the brands we buy, their adverts, identities and taglines all look the same.

But it doesn’t end there. In the age of average, homogeneity can be found in an almost indefinite number of domains.

The Instagram pictures we post, the tweets we read, the TV we watch, the app icons we click, the skylines we see, the websites we visit and the illustrations which adorn them all look the same. The list goes on, and on, and on.

There are many reasons why this might have happened.

Perhaps when times are turbulent, people seek the safety of the familiar. Perhaps it’s our obsession with quantification and optimization. Or maybe it’s the inevitable result of inspiration becoming globalized.

Regardless of the reasons, it seems that just as Komar and Melamid produced the “people’s choice” in art, contemporary companies produce the people’s choice in almost every category of creativity.

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