Ian Burrell: Snake oil or precious insight? As the year gets ready to turn, what does one of America’s most celebrated trend spotters see ahead?
30 December 2013 01:12 AM
This is the time of the year when the media’s so-called “futurologists” emerge to tell us how we will be behaving over the next 12 months. Most of them work for the big advertising agencies and their prophecies are sold to clients as high-grade intelligence that can give competitive edge in shifting product. Much of this insight – some of it data-driven, some merely based on a trend-spotter’s instincts – relates to the public’s use of media.