I first heard about this book from my aunt, who told me that my husband and I are definitely Bobos. What is a Bobo? This book by David Brooks schooled me in understanding the current “Bobo” mentality, trends, and outlook (Bobo is a mix of “bourgeois” and “bohemian” and is used by Brooks to denote a specific cultural demographic in the United States).

Bobos are typically in upper income levels, they claim to have highly tolerant views of others, they purchase only unique, expensive, or exotic items or experiences, and they believe that people rise according to their merit and that America is truly a meritocracy.

I laughed out loud at some sections, particularly the stories of the Bobo dream company: a fast-track couple decides to drop out of their corporate jobs and move to a Bobo-esque town (like Portland, Mill Valley, or St. Paul), where they start an organic foods company, which struggles for years but now grosses $5 million a year and supports the family and their children (with appropriate Bobo names) who are currently refurbishing a Victorian house downtown.

Classic Bobo.

If you’re looking for insight into the meritocracy and the beliefs and values of people who are influencing American culture at all levels, look to this book for more information, anecdotes, and general commentary. Brooks’ delivery is witty, fast-paced and highly readable.

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