May 28, 2025
Y2K: How the 2000s Became Everything, by Colette Shade
Unlike my children—whose precision in understanding their respective generational cohorts (Z and Alpha) and how they’re defined by them is more than ridiculous considering that they’re two people with the same genes who share a bunkbed—I’ve never had a sense of my own place on that spectrum. Born in 1979, I was 11 when Douglas Coupland published Generation X in 1991, and certainly never supposed that it was a story about me. And then when the “millennials” discourse arrived about 15 years later (mainly denigrating), I didn’t think that was me either. Truly on the cusp, it’s been hard to measure (and these things are hardly scientific anyway), but I’ve recently come down on the millennial side of it all, which is pretty undeniable since my all-time favourite song is “I Want It That Way.”
Y2K looms large in my mind, not the predicted chaos necessarily (I was too young and self-centred to properly understand that anything bad could ever happen in my world), but the era, an era that Colette Shade marks as 1997 to the 2008 economic meltdown at which points dreams of a future that seems like THE future were officially over. And her book about that era is partly an exercise in nostalgia, but only a little bit. The rest of it a biting cultural analysis of the Y2k era as a period of neoliberal excess, the promise of infinite growth and infinite good times, and bubble that—like the inflatable chair she convinced her mother to buy her at Target—was only ever going to burst.
Shade’s essay collection Y2K: How the 2000s Became Everything joins a shelf of great nonfiction that I’ve been reading this year (John Ganz’s When the Clock Broke; At a Loss for Words, by Carol Off), books which answer the bewildering question of “How did we get here?” To a cultural moment of nastiness, inequality, technofascism, and deep polarization, where truth is relative, and the climate just gets hotter. And Shade points to the Y2K era as one in which the seeds of all of this were planted, her fun cultural commentary connected to a broader and cutting economic and political analysis: the growth of Starbucks and the decline of unions; 9/11 as a midpoint in an era of “unquestioned rule of American-led capitalism” instead of the end of any kind of era; the plundering of Russian state resources and the burgeoning fashion industry; the failure of Liberalism to counter Bush and the Iraq war; a nasty gossip industry to reality TV pipeline that becomes everybody’s reality now in a moment where you to be a brand or you are nothing. And so much more.
“The ice we skate is gettin’ pretty thin/ The water’s gettin’ warm so you might as well swim/ My world’s on fire, how ’bout yours?/ That’s the way I like it and I’ll never get bored.”
