There has been a lot in the press recently expressing a view that we are at the end of a period of true technological innovation – the ‘Apple decade’, a period in which we have been bombarded with new ways to connect, entertain and communicate. We are now, apparently, in a period of social digestion (omg) catching our breath and actually learning to use some of this stuff.
The innovators have stopped innovating – or at least slowed down while we all catch up with our useful, shiny gizmos. Pundits are speculating on what the next innovations will be and where they will come from. Forbes Magazine recently published an article called ‘The end of innovation’ and eminent economists are saying the developed world has ‘gorged itself on low hanging fruit’. Someone else has called it ‘The New Stagnation’.
The innovators have now become refiners and profit harvesters. The next ipad will be pretty much the same as the last ipad, iphone 5 could possibly come in a range of colours – wow, can’t wait…it seems we are entering an era of updates and versions – not knock your socks off thrilling originality.
Eight of the ten biggest grossing films last year were sequels – so were nine of the top ten video games. In music, despite pockets of original output here and there, the mass market seems happy to lap up regurgitated awfulness fuelled by cringe ‘reality’ TV and wannabe celebrity, me, me, me culture.
When you think of the huge diversity and creative change that ‘popular’ music (and culture) went through in the 50s to the 60s to the 70s and even, God forbid, the 80s (a bit) the global music scene seems to have gone into slow motion.
It’s not just technology and entertainment that seems to have hit the innovation wall.
The mainstream fashion industry – that so called hotbed of creativity – seems content to fiddle and tinker. We are now conditioned to buy new jeans that look like someone else has worn them for some time. It’s happening with shoes as well. The price includes water stains and turned up toes for that great used look.
It seems our lives are so fast now that we just can’t wait for anything – even for reality to kick in and do its thing.
Just who is in charge of puffa jackets by the way? Who said they should now be extremely glossy? Fashion. It’s no surprise that models look so incredibly bored and miserable. Actually, it’s probably just because they are starving hungry.
So, where are the really big ideas? Where is the next space programme? What are we actually going to do about the bigger issues in our world? Are we now so satisfied that we can have virtually everything we want when we want it that we’ve lost the desire? Don’t we have enough? Has technology done our imagination more harm than good by smothering us with all the answers?
Perhaps we’ve done our bit and are now looking eastwards to supply the next 100 years of excitement. ‘Now it’s your turn’ kind of thing.
Everything is so accessible, available and to most, affordable – or at least ‘gettable’.
Perhaps if pocket calculators were still £250 and computers were virtually priceless, it would be different. Our sense of wonder would be more acute. We reach further when we have a real need to.
No wonder there’s a trend back towards ‘classic’, well made, durable, beautiful ‘things’ and trusted ideas. ‘Vintage’ is huge with markets and fairs everywhere. Tribute acts are everywhere, the trend in architecture is mid century…are we actually going backwards?
STOP! This is all sounding a bit ‘the end is nigh’ and grumpy.
Obviously, innovation is a broad church that comes in all shapes and sizes, speeds, colours and er, versions.
Anyone with an ounce of aesthetic sense needs at least an occasional hit of fresh, well-crafted thinking delivered with energy and a smile on its face.
We may not have the answer for the global economic crisis, but we can do that!
*From ‘Won’t Get Fooled Again’ by The Who.
