The Hindu Business Line : Backlash of globalisation?

Mention of the word Sweden to any of us probably brings to mind a collage of stunning blondes, amazingly athletic, record-breaking tennis players, long dark winters, and a very liberated sex life. A forwarded message recently gave me a completely fresh perspective on what this affluent society, the epitome of the good life and globalisation, is like, after what is now known as the Slow Down Culture caught on dramatically. This makes one rethink national and cultural stereotypes that one so easily assumes to be true. In these days of frequent and far greater interaction with the world, wrong images can be disastrous for business and relationships.

Contrary to stereotype

For example, we are used to thinking that Western managers make quick-fire decisions, act fast and are not bothered about creating a consensus, which we associate more with the Eastern, especially Japanese, organisations. Quite contrary to stereotype, the personal experience of some suggests that Swedish companies take their own time to make decisions. Bright ideas take about two years to incubate. It seems there is a tradition of an argumentative Swede just as much as the Indian counterpart portrayed by Amartya Sen. Plans are debated for hours over several meetings.

There is no rush to produce immediate results, which is such a worldwide preoccupation these days. They are also unusually considerate about other people's needs. The sender of the message recalled an incident where his host, arriving early for work, parked the car farthest from the entrance, on a cold and windy morning to walk further as exercise.

In addition, he wished to leave the places nearest to the door free because whoever gets in late would need a place closer to the entrance!

Slow food movement

In a close parallel to the slowing down attitude, there is also a Slow Food movement in Europe nowadays, with over 80,000 members. We believe that Western Europe, if not the world, has been taken over by American fast food, typified by the hamburger, coke and chips. However, the truth is otherwise.

The Slow Food movement encourages people to eat and drink slowly, with enough time to relish their food, spend time with the family and friends, without rushing — in other words, all the old-world virtues of a good life that our grandparents knew and practised.

The very name strikes at the root of its opposite, Fast Food, which is threatening to ruin all the delights of local flavours and diversity of cuisine replacing them with colourless uniformity.

In a mindless hurry

The movement questions the living on adrenalin that dominates our working day and spills over into leisure. This sense of mindless hurry generated by globalisation, is fuelled by the desire of having more of everything and all of it right now — versus having a life of greater quality or the "quality of being".

The French, for instance, it is said, are more productive than Americans or British even though they work 35 hours per week. Germans have established 28.8 hour workweeks and have seen their productivity been driven up by 20 per cent.

At least one Web site www.slowfood.com lists a number of events and locations where the kind of friendly and civilised ways are practised. They seek to build relationships with producers, campaign to protect traditional foods, organize tasting and seminars, encourage chefs to source locally, nominate producers to participate in international events and work to bring taste education into schools.

Most important, they cultivate the appreciation of pleasure and quality in daily life. Every Slow Food member can participate in convivial activities anywhere in the world.

This does not imply doing less but doing things with greater quality, productivity, perfection, with attention to detail and less stress. It means taking one back to essential value of simplicity of living.

I looked eagerly for any forthcoming event or a list of restaurants in India on the Web site. In vain.

S. Ramachander

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