Here’s number eight in my list of new trends for 2009.

Trend # 8: The Brain

With neuro-enhancement around the corner the brain is becoming sexy and is set to become the media’s favourite organ in 2009. This is links to developments in neuroscience, most notably MRI and fMRI technology. It also links with the fact that digital interfaces are starting to penetrate human flesh and brain implants are being developed to treat serious diseases such as epilepsy. The starting point for this trend will be developments in technology, especially within medicine, but the impactions go far beyond treating disease.

Implications

Expect to see a rush of books on the inner working of the human brain and how this relates to everything from our appreciation of music to work and human relationships. On the less serious side there will be a rash of products and services aimed at helping people to exercise their brain and also a bunch of pseudo science surrounding the use of brain scans to understand customer behaviour and to refine commercial messages. There will also be a continuing interest in brain-enhancing foods, brain-enhancing drugs and brain-enhancing games, especially for the over-55s.

In terms of threats, brain scans could replace lie detectors in an effort to see what we’re really thinking. The implications of this are extremely significant and ultimately boils down to who owns what’s inside your own head.