'Peak stuff’, then. Like ‘peak’ anything, it’s apparently a turning point, the summit of something. And when ‘peak’ meets ‘stuff’, it’s a limit to the amount of things and possessions we need.

Scale back the presses and the factories, lads: we’ve got enough plastic things. We own everything we want, which will in future limit our spending on material goods.

At least, this is the apogee we have apparently reached, according to an article, sponsored, curiously, by somebody who wants me to spend money on their thing, in a newspaper I also paid for.

Still, good effort. There’s research in there. Credit card spending on ‘things’ is down. Spending on ‘experiences’ is up. Materialism is dead and we’re spending on activities instead; ‘going out’, to you and me.

It’s youngsters, in particular, who are mostly behind this trend. Now, those of us prepared to take a step back might wonder if this is less about turning away from materialism and more about ‘peak house price absurdity’, and that if only young people could afford a bloody house, they’d forever be buying stuff to put in it. But given they can’t, they’ll go to a music festival instead, and come home owning some terrific memories and a cracking hangover. The more emotionally and spiritually engaged and aligned with said activity, the better, too, by all accounts.