Put a hat on it and call it an ism.

Reading the latest batch of trend reports that, like new gym members, seem to be everywhere you look at this time of year, nothing strikes me more than that they seem to be an exercise in word-coinage. 'Here's ten new phrases that i've made-up (or cribbed from someone else) how clever am I?'

Actual powerful insights that can be put to practical use are all too rare.

Not only that, but every prediction comes with a counter prediction along the lines of 'Kids in 2009 will be looking for their chosen brands to play a bigger part in their life' swiftly followed up with 'but kids will become more protective of their personal space, no-go areas for brands.'

So, what exactly do you suggest I do with your esoteric knowledge, oh wise guru?

If i wanted to read advice along these lines, advice that seems to suggest inaction is the best possible response, i'd read the horoscopes.