No job, no cash and no future. It sounds like a Sex Pistols lyric from the seventies, but sadly it was an all too recent headline from one of London’s daily papers. Tens of thousands of young people feel destined never to amount to anything, according to research by charity the Prince’s Trust.
The answer, surely, depends on the planner.
There are designers and creative directors out there who view them with suspicion; who fear being constrained by reams of research and who resent what they see as their meddling. By the same token there are those that appear too frightened to think about a brief unless it has been through the planning department. Neither extreme is healthy.