Not long ago many consumer products especially soaps, talcum powders, shaving creams, and several others were relaunched by companies with a standout New. With the exception of some brands such as Cinthol which still sells with Old tag or the toiletry brand Oldspice or the Old Monk liquor, the industry has a fascination for the New.
Then in the 1950’s there was a French New Wave in French cinema rejecting traditional conventions in movie-making in favour of experimentation that began with Little Fugitive directed by Morris Engel. The term New Generation or New Gen began to be used to denote the most recent versions of a product, young people born after a certain period or new technology. New Gen was also the name of a superhero comic book series created in 2008 by JD Matonti, Chris Matonti and Julia Coppola. It dealt with an extra-dimensional world where science and technology reign supreme. It is a world where nanotechnology reigns supreme and controls weather, architecture, energy and materials science. Gabriel, the scientist wants to harness nanotechnology’s power for good but his disciple Deadalus used it for evil and therefore banished to the underworld by Gabriel!
The Nouveau Riche with French origins symbolised a new generation of people who had become wealthy in their own generation and not inherited. Such people quickly became socially mobile and had the means for conspicuous consumption.
New Economy is a buzzword originated in 1990s denoting new, high-growth industries that use the cutting-edge technologies. It was seen as a shift from a manufacturing and commoditybased economy to the one that used technology to innovate and produce new products.
In these pandemic times we are expecting a future which will be the New Normal. Its proponents say that people will have to radically alter their behaviour, attitudes and practices of daily living at workplace, study or at home. As someone wisely said, there is always room for the New or the Nouveau.