What really drives the trend cycle? FEAR.

And our overconsumption is a control mechanism

In my day job I spend a lot of time thinking about and talking about the trend cycle. Analysing how things become popular, how ideas travel through culture, how brands actually grow, what might be coming next down the cultural pipe.

There’s something that’s been on my mind for a while now. A thought that’s been creeping up on me bit I think. I’ve probab…