There are positive signs of change here with shifts toward staggered launches increasingly preferred - bringing plenty of advantages. For the first time in a while, we have launches spread across the next year, including two in Autumn and another at the start of 2026 (hopefully). All of which would have traditionally waited until a trade event…in spring.

This is a double edged sword however. Condensed events like trade shows allow for peaks and troughs, whilst swamped for a short period, there is a much needed slowing that follows. The proliferation of social media across all aspects of our lives has accelerated exposure at the expense of almost everything - especially our attention. Will this add fuel to the fire? More to see more often. Like social media generally, collective action is the trap, but also the solution.

If you’ve followed us, you’ll know we’ve been reluctant users of social media; this was by design. Conscious of potentially pernicious effects, we limit our exposure to ensure clarity, focus, and individuality. There is no denying however, as a tool for communication it is incredibly valuable – even with its snowballing commercialisation. It is the town square, the medium through which most share news and an increasing necessity for business. Our new strategy aims to balance greater presence with a healthy distance.