INNOVATION:That lovable scamp Ashley Cole, the Chelsea and England footballer, has emerged as a potent force for change, writes Richard Gillis.

You may or may not know Cole as one of the least popular people in the world, the poster boy for everything that is wrong with modern life. He is by turns petulant, spoilt, thick, arrogant, overpaid, vain and greedy. And he wears his socks over his knees in the irritating new metrosexual style.

Until recently, Cole was most famous for writing in his autobiography that when he was offered a new contract, worth £55,000 a week (about €70,000), he found it so insulting that, blinded by rage, he nearly swerved his Bentley Continental off the road. And, while cheating on his wife (he's married to Cheryl from Girls Aloud), he had to pause midway through 'the act' to vomit on the floor.

Despite a list of transgressions running off the end of the table, Cole has seemingly surpassed himself. Having nearly decapitated an opponent in a recent Premier League game, he then turned his back on the referee when he was being spoken to.

This last action is hardly a crime against humanity, but it has pricked the collective consciousness. This small act of unkindness was the tipping point and all the pent-up anger of living in a rude society has been released.

Cole has inadvertently kick-started a debate about a lack of manners and respect for authority. Former Ireland coach Sir Bobby Robson has called the lack of respect for authority "a very big problem".

"It's got worse and is not only down to the self-discipline of players but also down to the authority and clout of managers," he said.

And while it has taken up acres of space on the back pages of the newspapers, the issue has very quickly moved beyond the white lines of the football pitch.

Working in business means being confronted with rudeness on a daily basis. A list of pet hates would include the following: 1) Salespeople who stand on a chair and sing We Are The Champions whenever they sell something; 2) phone users who look around the office to gauge responses when they are trying to be funny; 3) anyone who labels stationery.

Politeness is not high on the list of desirable attributes for today's business movers and shakers, and the media has to take a bit of flak for this.

The Apprentice is, arguably, the highest profile business programme on TV, with computer magnate Sir Alan Sugar in the role occupied by Donald Trump in the original US version. Each week, contestants compete against each other to save their own necks and avoid being fired.

Chasing the prize of a £100,000-a-year (about €126,000) job at Amstrad, Sugar's firm, contestants lie, cheat, and generally do anything they can to be the last one standing. Thinking of others, good manners and selflessness are seen as weaknesses to be exploited.

This was most noticeable in a previous series when Ansell, a charming and successful sales manager who made it through to the final four, was fired for being, in Sir Alan Sugar's opinion, "too nice". His pleasant demeanour and enviable people skills were a disadvantage - they gave the impression that he lacked an edge, the inner steel required to prosper in the modern business world.

Some couple the lack of manners with the 'Casual Friday' movement, originally aimed at getting bankers and lawyers to loosen up, but only resulting in a sales spike for chinos.

Another unintended consequence has been the merging of work and social norms, the effect of which has been to create new uncertainties as to what is acceptable behaviour. What is it okay to wear at work now? Is mild swearing forbidden or is it a good ice-breaker? Is it ever alright to break wind in the lift?

Lynne Truss, in her book, Talk to the Hand, said that personal rudeness reflected a deeper malaise. Her point was that over time the individual day-to-day acts of disrespect can morph into the "collective arrogance" displayed by some organisations.

The Ashley Cole incident has led to a campaign aimed at restoring good manners and respect. Its initial focus is to get kids and parents to be nice to the ref on Sunday mornings. But it won't stop there. Cole-gate is coming to an office near you.