Piers over at PSFK, besides being a lovely person (and having fantastic hair), is a cracking thinker. He’s turned his sights on his own trendwatching industry with a highly critical but impassioned post. It’s also highly controversial – read the comments – but as an occasional buyer/consumer of trend services and reports I have to agree everything he says. It’s probably a sad comment on the typical empty posturing of most marketers that a little honesty can be so refreshing and powerful.
For those of us outside of the trends industry, it’s also worth thinking about the fact that the substance of most of his criticisms can also be leveled at most communications agencies.