It's lonely in the Modern World. Being square is no longer cool. But is being hip the alternative? So many marketing and innovation teams across the Western world have a manic focus on the trendy people amongst us, those twenty/thirty somethings with more style than sense. Countless ambitious on-the-go / express-myself concepts are pushed into consumer testing with little success. Why they fail? The brilliant website Unhappy Hipsters collects pictures intended to leave us in awe, but with its smart sarcastic comments reveals how shallow 'hipness' really is. A reminder that successful innovation is not about what's cool today but about what will be bog-standard tomorrow. [link via VIBE]