DIARY: Key to inner calm points in the direction of the pub

I must thank my friends over at Ketchum Life PR for showing me the shape of the future. Ketchum Life division Future Life, a team of self-declared ’trend spotters’, has just published a report called Directions which is apparently indispensable for ’developing solid and effective communications campaigns’.

I must thank my friends over at Ketchum Life PR for showing me the

shape of the future. Ketchum Life division Future Life, a team of

self-declared ’trend spotters’, has just published a report called

Directions which is apparently indispensable for ’developing solid and

effective communications campaigns’.



The report tells me that we might be entering a ’moraless (sic) age’

where ’Eastern philosophies have never been more cool as spiritual

survival is delivered to urban warriors.’



While I seriously doubt the report’s assertion that ’both sexes are

becoming increasingly reluctant to be categorised as heterosexual, gay

or bi-sexual’ I was more convinced by its contention that there will

soon be meditation and prayer rooms at the side of motorways for people

keen to relieve the frustrations of road rage.



However, I don’t want to convey the impression that the report is the

usual type of pseudo-intellectual nonsense that tumbles out of agencies

from time to time. Laura Miller of Red Magazine, who is quoted in the

report, manages to squeeze in one rational point when asked whether she

is experiencing millennial anxiety or excitement: ’Anxiety. Only because

I know that every single pub in the world will be jammed on 31 December

1999.’



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