Walking down the street on my lunch break, I sometimes pass a delivery man wheeling a large handcart of Japanese food. The cart bears a striking message: ‘Creating a world where everyone believes in their own authenticity.’ It raises some immediate questions: for instance, what does it mean to believe in your own authenticity? How would you go about creating a world where everyone does? And what’s it got to do with Japanese food?
It’s unfair to single out the delivery service. Today, brands big and small have a Profound Statement to make. On my way home I pass a 30ft electronic billboard which displays a young couple embracing beneath a glowing night sky. The left side is filled with a portentous message: ‘Your time in the universe is finite. Don’t waste a second. Breathe it all in.’ The logo in the bottom right corner gently hints that you can begin by taking out a phone contract with O2.

Get Britain's best politics newsletters
Register to get The Spectator's insight and opinion straight to your inbox. You can then read two free articles each week.
Already a subscriber? Log in
Comments
Join the debate for just $5 for 3 months
Be part of the conversation with other Spectator readers by getting your first three months for $5.
UNLOCK ACCESS Just $5 for 3 monthsAlready a subscriber? Log in