Monday, September 24, 2007

Enough already with the trends please ...

Are you an 'Ardent Amazon' or a '30-Winker'? A 'Shy Millionaire' or an 'Uptown Tatooed'? Or are you like me, tired of glib, alliterative slogans that have all the insight of last week's horoscope?

We used to have 'Mega-Trends'. Well now we have 'Microtrends' courtesy of Mark Penn who gives us 75 trends (including the Ardent Amazons) that are shaping our world etc etc. (He's also shaping Hillary Clinton's presidential election campaign so maybe I should be more respectful?!).

Our own David McWilliams has created a home-grown cast of alliterative characters in his latest analysis: The Generation Game (meet 'Botox Betty') - though backed up by a lot more depth and insight than Penn appears to have mustered.

Penn's 75 trends on the other hand (not 64 or 83 mind you), like so many 'cool-hunting' type commentaries, mostly seem gleaned from a close reading of your favourite weekend newspaper supplement. In other words, they are sometimes familiar, occasionally entertaining, but less than likely to rock your world.

That said, I do like his Microtrend no. 18: Left-Handers. Apparently we ciotogs are increasing rapidly in numbers and are set to take over in business, politics and the arts. Okay, so maybe there's something to these Microtrends after all ...

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