Why we're not yet at "Peak Beard."

I was having a coffee with Dan Shute the other day (flat white and a long black in case you’re interested - is it possible for coffee names to get any more ridiculous?) and I came away with one over riding thought.

Have we reached “peak beard” in agencies?

An old colleague of mine - we used to work together, I’m not referencing his age - could be provoked into extreme animation with a simple mention of “peak oil.” So in his honour, and somewhat belatedly, I had a quick look at its definition…

Apparently, “Peak Oil” is “…the hypothetical point in time when the global production of oil reaches its maximum rate, after which production will gradually decline.”

If there is someone in the room that hasn’t got a beard, there is still headroom for more beards.

So, have we reached peak beard? The Guardian wrote about it in 2013, and again a year later. And according to my extensive* research, I don’t think we’re there yet. We’re not at the moment when the production of beard has reached its maximum. My irrefutable evidence is as follows:

1. Bearded Fellows. A Manchester video and animation studio recognising that 100% of the four founding fathers sported beards. I’m certain they had more in common that that, but it’s an indisputable fact. In January this year, it seems that one of their number had an unfortunate trimming incident which saw the whole lot come off. I’m reliably informed he is still employed - but one can only assume a disciplinary process has started. It was just an accident, not an early indicator of peak beard.
2. Advertising. When big brands are using beards in their advertising, I would suggest we are approaching the peak of the curve, but not quite there. Lynx / Axe have used beards in a montage of modern masculinity to sell their lotions and potions to teenagers across the world. In fact, I’ve been done it myself. I’m reminded of a tongue in cheek campaign I developed with CHI&Partners which featured a good beard. The product didn’t stick around, but the campaign still makes me smile.
3. Room for growth. Look around you now. If there is someone in the room that hasn’t got a beard, there is still headroom for more beards. It’s a principle similar to that of an old sales director of mine, so it must be true.
4. Barbers. Now, whenever I pass one of the new breed of wet shave barbers, the irony of their luxurious beards is not lost on me. They have more ability to deal with their chin hair than most, yet choose not to remove it. Why is that? They will be the early warning sign of peak beard. If you start to see clean shaven barbers, the beardy bubble has burst.
5. I haven’t got one. I’m of an age where I am a late adopter of stuff. The moment I consider growing a beard it’s likely to be P.B.

Anyway, the University of NSW have a crumb of comfort for us with naked chins - concluding that when presented with a string of bearders followed by some non-bearders, the non-bearded ones are deemed more attractive.

Although in the spirit of full disclosure, the opposite is also true.

But, as we're living in a world where the bearded man is currently king, that’s good enough for me.

* if extensive really means a quick Google search.