according theory, cool can exploited manufactured , empty idea imposed on culture @ large through top-down process merchants of cool . artificial cycle of cooling , uncooling creates false needs in consumers, , stimulates economy. cool has become central ideology of consumer capitalism . supporters of theory avoid pursuit of cool.
the concept of cool used in way market menthol cigarettes african americans in 1960s. in 2004 on 70% of african american smokers preferred menthol cigarettes, compared 30% of white smokers. unique social phenomenon principally occasioned tobacco industry s manipulation of burgeoning black, urban, segregated, consumer market in cities @ time. according fast company large companies have started outsourcing cool. paying other smaller, more-limber, closer-to-the-ground outsider companies them keep customers rapidly changing tastes , demands.
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