The anatomy of a trend: return to maximising

Melanie Howard

Journalists love short-hand attempts at capturing contemporary preoccupations, from wearing scarves to the fads of the recessionistas, who chose to conserve dwindling incomes by staying home with cava and pizzas.

The anatomy of a trend: return to maximising

Melanie Howard

Melanie Howard looks at how the necessity for companies to offer value for money during the recession has developed into the trend of ‘maximising’

These days trends are everywhere. They range from the London Evening Standard telling readers what kind of scarves to wear to deep-rooted change taking place across society – such as the much-contested functioning of the British family.

Last year we were told that recession parties were all the rage and that everyone was staying in to drink cava with friends and eat pizza....

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