Geek Chic

For decades now, geeks have been the driving force behind the first world. New developments in consumer technology, data systems and computer networks all have geeks at the reigns. These dedicated and intelligent beings are no longer behind the scenes and we’re now celebrating these hidden gems and coaxing them from behind their screens and out of their bedrooms into the limelight.

Marketing has been leaning on the expertise of geeks for a long time now. Analysis techniques are developing faster than all the data can be analysed, we’re now being recorded and analysed on which websites we look at, what we buy in the supermarket, and how we behave at work. Take Tesco Clubcard for example, one of the most powerful data collection sources in the marketing world, where behavioural data on consumers are constantly being collected and analysed; and not only for its promise of providing consumers with discounts in exchange for their loyalty, but also to monitor how people spend their money and fluctuations in how much is spent. Search analysts provide data sets upon which to invest millions of advertising pounds. Google is the leader in this field, not only for collecting data, but interpreting it, and developing innovative products, which are tested by more geeks.

So who are these geeks? Well, they have a tendency towards intelligence and individuality, with an obsession about the things they love, both work and play. It is not only analysts that are covered by the geek umbrella; they are thriving in a wide range of creative pursuits. The independent film movement was invigorated by self confessed geeks Kevin Smith, the Coen Brothers, and Quentin Tarantino. DJs and other music artists, including Fatboy Slim, Moby, Aphex Twin and John Digweed, are making a fortune without help from the big record labels, radio stations or MTV. Tony Hawk, the champion skateboarder, hails clean living and has worked hard to be involved with the X games, and has developed one of the bestselling video games: Tony Hawk’s Pro Skater.
There has never been a better time to be a geek. They’re gracing the covers of magazines, giving talks at prestigious events, and getting the girl. Consider Peter Orszag. As director of the US Office of Management and Budget, he is the nation’s most powerful pencil-pusher and was recently named one of the hunks of Washington DC. “He’s made nerdy sexy,” Barack Obama’s chief of staff, Rahm Emanuel, said of the 40-year-old, glasses-wearing son of a maths professor.

The geekdom is unlikely to diminish with the likes of Gen Y reaching adulthood and entering the workforce, and bringing their innate understanding of technology into the mainstream. As geeks become more openly successful and publicly celebrated, they are sure to inspire others. There are even inspirations for old-school studs to enhance their geek chic, such as an online style magazine called www.thechicgeek.co.uk.

But who will be the next to emerge into popular culture? Will we be following the nerd herd? I wouldn’t be too surprised with Belle Du Jour revealing herself as a college scientist, and Victoria Beckham’s latest collection at New York fashion week being dubbed ‘Nerd Chic’.