AN ALL-PURPOSE INSTRUCTION MANUAL FOR THE 1970s. ADVICE FROM THE WORLD’S TOP EXPERTS.
JON RUDDY.,MAXINE CROOKJanuary11970
HOW TO MAKE IT TO 1979
AN ALL-PURPOSE INSTRUCTION MANUAL FOR THE 1970s. ADVICE FROM THE WORLD’S TOP EXPERTS.
MACLEAN’S, CANADA’S NATIONAL MAGAZINE
(and have fun while you're doing it)
TIME, THAT OLD gypsy man, is driving his caravan at Mach One these days, and a lot of Canadians despair of keeping up to date. But there are great and lesser gurus of the time who profess to know some of the many answers to our questions: namely, how can one survive the 70s with style? Perhaps their secret is an awareness that novelty is often deceptive. Cary Grant was dropping acid in the 50s, for example, and the first sit-in occurred in Paris in the winter of 1936. Using the lesson of the past as future, talking off the top of their heads, consulting their own private gurus, maybe — who knows? — more than 20 prognosticators came up with this advice to help Maclean's readers weather the next 10 years.
First things first. Survival. Norman Alcock, who heads the Canadian Peace Research Institute, believes the Bomb will fall, but not necessarily in the 70s and not necessarily on us. Until that occasion — “It will finally scare us into doing something about getting along together” — Alcock urges adults to support protesting youth and the United Nations, in that order. For advice on what the individual can do to stop that other killer, pollution (which Alcock believes will be stopped “because we do much better with technological problems than with attitudes”), see Canada Report in this issue.
If we are what we eat, we will be what we have eaten. “If you want to survive the 70s,” says Dr. Barbara McLaren, dean of the University of Toronto’s faculty of Food ►
Open a specialty restaurant, buy land, be a welloff newsmaker in education or entertainment. Don’t build a house or buy stocks.
For well-dressed men: colorful ‘touchables.’ For women: curves of your choice
Sciences, “forget all the extras. You need protein, vitamins, minerals and a bit of carbohydrate. The average weight of a 50-year-old Canadian woman of five feet two inches is 144 pounds. She should weigh 110. Half the deaths in Ontario last year were from arteriosclerosis.”
Staying alive is all very well, but the prospect of making a bundle and escaping to Majorca with one’s secretary will exert a growing pull in the 70s. Attend the advice of two young Canadian millionaires. Donald Ferguson, until recently president of Collegiate Advertising Ltd., a promotionon-campus firm: “If there’s a job you are particularly good at, have the courage to start your own business. The opportunity to make money is far greater in your own company, and the personal rewards in being master of your own ship are tremendous. But don’t try to invent a new product. The big institutions have too much of an advantage. Find a new way to service a specialized market with established products.” Mitch Klimove, president of Edmonton’s Allarco Developments Ltd.: “Start a high-quality restaurant, a specialty one, such as a steak house, in a booming part of the country. The Okanagan Valley, for example. Or open up a chain of crêpes restaurants across western Canada.”
Arthur Clarke, the author of 2001: A Space Odyssey, is also uncommonly well informed on 1979, by which time, he says, a reusable “DC-3 of space” will have made possible the exploration of the solar system. (Commercial space travel will come in the late 1980s.) Clarke believes that the space program will be the glamour industry of the 70s, but not the big one. He advises young people to consider education and entertainment: “People in these two fields are going to be the newsmakers and style-setters. Also the money-makers.”
The best investment of the 70s will be land, especially waterfront cottage sites, according to William J. Reddin, business-administration professor at the University of New Brunswick and author of Successful Spending, Saving And Investments. “The demand for cottage territory will continue to rise. I see no decrease in the very-highreturning mutual funds. Before investing, have insurance. Interest rates will go down, or we'll all leave the country. Don’t invest in the stock market. The average individual investor has never made money in stocks and never will, because he’s an amateur up against pros.”
Everyone, not just graduate students in chemistry, should be aware of the single-most-needed invention of the 70s. Dr. Rustum Roy, director of Pennsylvania State University’s material-research laboratory: “Most of all we need a birth-control agent that can be put in the drinking water. Everybody gets it, and those who want to have a baby get an antidote. There are people working on this now, but so far not enough money is being put into it. We desperately need something like this because overpopulation is going to be the dominant problem of the 70s.”
The time is inopportune to build a house. That word from Dr. Buckmin-
ster Fuller, the genius who invented the geodesic dome (and who for most of his life was considered some kind of nut). Bucky Fuller: “In the 70s we’ll see the beginnings of the manufacture and air distribution of environmentcontrolling facilities, for living or working or playing in. They won’t be sold. They’ll be rented, sort of like a portable motel. You’ll pick your site, and your home will be airlifted to it. Then when you want to move, or go on vacation, you’ll just have your environmental facility picked up and moved with you. Nobody should build a house now. It’s far too costly, and when the environment-controlling facility comes the person who has recently built a house is going to lose his money. He won’t be able to sell it, and chances are likely that it will be far too expensive for him to keep.”
Want to be the first in your environment-controlling facility to read the most important book of the 70s? Listen to Robert Fulford, editor of Saturday Night: “It will be written by a woman. I don’t know her name. She’ll be violently feminist. When her book appears it will be reviewed rather negatively. It will go into paperback and become the classic expression of feminism. She’ll be an American, and right now she’s in graduate school somewhere. She’s the author everyone will have read by the end of the 70s.” In the 70s men may dominate women, birdlike, in the increasingly sexual plumage of their apparel. Anne Marie Perron, owner of a Montreal boutique called Masculin/Feminin, has the word for women (get ready for maxi spring and summer coats and long knits; scour the attic for old mutton-sleeve dresses, which are coming back), but is more excited at the prospect of dressing men in colorful fitted suits with half-moon pockets, Peter Pan collars, pastel shoes. Ritchie Yorke, Toronto pop critic and a gaudy harbinger of spring, 1972, advises his sex to “take a lesson from the ladies,” urges the purchase of “tight, clingy, fluid, very touchable things — velvet, satin, tweeds in warm and vibrant colors.” Throw away the following: neckties, “massproduced beige all-weather coats,” co-ordinated outfits, white socks. “Turtlenecks will stay, for people who are stupid enough to wear them.”
Women will rely more on cosmetic surgery, less on external cover-ups, to overcome the inequities of nature. If you are a 32-A, for example, you might be interested to learn that Dr. Franklin M. Ashley, professor and chief of plastic surgery at the University of California at Los Angeles, has developed a procedure called natural-Y mammary prosthesis. Silicone-filled sheaths covered with a thin layer of polyurethane will not drift from the breast to the ankles, as was a hideous possibility in the bad old days of breast enlargement with solid silicone.
“If a woman is unhappy about the size of her breasts, she should do something about it,” says Dr. Ashley.
“Using the Y prosthesis, a plastic surgeon can give her whatever size bosom she wants.”
With the exception of castration at an early age, there is no sure way of preventing male-pattern baldness. Men who find themselves with less rather than more hair in the shaggy 70s should consider Dr. Samuel Herlich as a possible alternative to their neighborhood rug salesman. Since 1961, when he pioneered the operation in Canada,
Dr. Herlich has been performing hair
Get a hair transplant, throw big parties, be a phrase-maker, a crusader against governmental red tape, an art collector—of figures, landscapes or lead. And escape -to where the tourists aren’t: Africa, Colombia or Micronesia
transplants, in which plugs of hair follicles are removed from the back of the head and inserted in desolate areas “It takes time, five days in Montreal, and a fair bit of money, anywhere from $500 to $5,000,” says the Montreal general practitioner, who now works with two trained colleagues. “But the male will be more vain than ever in the 70s. He’ll want to look younger. Five years ago I did one man who was 65, and he still has a fine head of hair and feels it was the best thing he ever did with his money.”
That grand old Canadian institution, the affair, will be more conspicuous in the 70s. For example, in this first month of the new decade comes
a book, The Affair, by Morton Hunt, a writer in the sociological field who will not be pinned to a simplistic position: “The incidence of affairs will
continue to increase because modern marriage is monogamous, and the affair is one option in an unsatisfactory marriage. Some affairs are good for the person involved, some bad. Some wreck marriages; occasionally, they help marriages. Young people are finding that premarital affairs help them choose more satisfactory marriage partners.”
Writer Truman Capote, who threw the party of the past decade—at The Plaza in New York in November 1966 —will not be supplanted as Host in the 70s. “The party of the 70s will be my 50th birthday party,” he affirms. Since his preeminence is not threatened, Capote is quite prepared to offer a tip or two: “Make your parties big and spectacular. Give it all you’ve got. And watch that French boy, Baron Alexis de Redé. He gives the best parties in Europe.”
The catchphrases of the 50s were frivolous (“See you later, alligator”); of the 60s, sexual (“Sock it to me”). For those who must be in the verbal vanguard, Hollywood TV writer Chris Beard explains the catchphrases of the 70s: “They’ll be based on the ‘reverse syndrome’ — bizarre lines to describe normal things and vice versa. The first popular phrase of the decade will be ‘Weird, Andy, really weird,’ which is used on The Andy Williams Show.” Now you know.
An inevitable question of the 70s: What should you do if you catch your kid smoking pot? “Be cool,” says Milan Korcok at Toronto’s Addiction Research Foundation. “Talk to him. Find out how long he has been smoking it and why. Is it curiosity? Does he use it often? You do not pick up the phone and call the police and say, ‘I’ve got a drug addict on my hands.’ ” Beyond that, unfortunately, even the experts at ARF are stuck for an answer. Well, what should you do if you’re at a party and the host is passing around marijuana joints or pills? “Stay with something you know,” says Korcok.
Whether or not to save money toward a college education for one’s progeny is debatable, with hopeful liberals looking forward to increased state assistance. But two men who should be heard on the subject, Dr. Neil Perry, British Columbia’s Deputy Minister of Education, and the Honorable Robert C. Clark, Minister of Education in Alberta, are believers in piggy and other bank accounts for Junior. “Universities will be strapped for funds to
meet rising costs and increased registration,” says Dr. Perry. “I’d guess there will still be a tuition fee.” Says Robert Clark: “I’d bet on saving your money. I have two preschool children, and I’m saving mine.”
Governmental red tape, a trial of the times that might be described as one symptom of Parkinson’s Law disease, is a special concern of Judy LaMarsh, the former Secretary of State who now inhabits a lawyer’s gilded cage in St. Catharines, Ont. “We’re strangling in red tape and it’s going to get worse,” says Miss LaMarsh. What to do about it? “Demanding an ombudsman would be an act of self-preservation, if people would only make the effort.” Write your MP. And while you’re at it, tell him that the government has made your life miserable with petty legislation. Says Miss LaMarsh: “The government could help make the 70s livable by hiring somebody to take a look at the bylaws and statutes we have and to chuck far more than half of them out. Governments at all levels now think they exist to legislate. Instead of great groups of people getting together to pass bylaw after bylaw, we need a small group of people to figure out how to work with what we’ve already got.”
Apart from a pardonable tip to buy Dennis Burtons (“He’s the best draftsman in Canada now that Varley’s dead”), Dennis Burton offers objective advice for 70s art collectors: “There seems to be a revival of the figure; it might reach some height in the 70s. There’s interest in the abstraction of the 50s, and it appears that there will be a revival of interest in Canadian landscape painting that has a direct continuity from the Group of Seven. There will be a continuing materials revolution — artists are now working with lead, rubber, neon, electric wire, felt — that will make art even more individualistic. It will be harder to collect, because much of it will be cumbersome or perishable.”
With the coming of bulk fares and the 747, plane travel in the 70s will take a quantum leap. While first-time sightseers pack London, Paris, Italy, Ireland, Germany and the established islands of the Caribbean, you will heed Esquire travel editor Richard Joseph and jet elsewhere. “The best places to go will be Africa (wherever the political situation is settled), the coast of Colombia and its beautiful offshore island of San Andrés, which as yet has no airport, and Micronesia, especially the island of Truk, which could soon be another Hawaii. I believe Micronesia will become a republic, and there’ll be a fantastic amount of development. Get there before everybody else does.”
In case the sum of all the preceding advice is not happiness, we bring you Cleveland Amory, the media person and, as he prefers to be known, president of the Fund For Animals, 1 Wall Street, New York, N.Y. “I would suggest carrying a 70s Survival Kit,” says Amory, “one in which you should pack the following: an old-fashioned husband or, as the case may be, wife, or even, as the case may be, pre-unisex companion; two old-fashioned children; an old-fashioned family doctor; several old-fashioned Old Fashioneds.
Would it also be possible, I ask plaintively and seriously, to have a little old-fashioned decency and kindness, if not toward one’s fellow man, at least toward one’s fellow creatures on this earth?” □
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