4 June

From cradle to grave, I think humans' most fundamental act is to copy, or imitate. In politics, school, shopping, fashion - everywhere. Have mentioned before that to try to go against the current trend is to be even more deeply buried in imitation - counter-imitation is an even stronger form of copying than direct imitation. Supermarkets know it too, adults think they leave the eternal battle to be 'cool' behind at school, but many of the brands you see as a choice for you the consumer are actually owned by only one or two big manufacturers. To let adults keep playing the game of differentiating themselves from other people through imitation and counter-imitation.