The Next Big Thing – Rhodri Marsden

The Next Big Thing by Rhodri Marsden is a fascinating and often humorous exploration of the ever-changing landscape of cultural trends, fads, and societal beliefs. This book takes readers on a journey through history, from prehistory to today, showcasing the ephemeral nature of what society once thought was “the next big thing.” Marsden highlights how ideas, desires, and ethics evolve, often in surprising and amusing ways. For example, in the 1930s, playing the clarinet was considered incredibly attractive to young women—today, that’s no longer the case, and Marsden explains why.

Organised by historical periods, the book touches on everything from ancient civilisations to the 1980s and 90s, drawing attention to trends that were once thought to define an era, only to be discarded later. It’s a delightful tribute to the fleeting and often absurd nature of human desires and fads, offering a thought-provoking look at how cultures evolve. With its witty tone and keen observations, The Next Big Thing will appeal to readers interested in history, culture, and the bizarre trends that have shaped society over time.

Fans of quirky nonfiction and cultural commentary will enjoy Marsden’s exploration of how ideas and trends rise and fall through history, offering a fresh perspective on the things we’ve abandoned in pursuit of the next big thing.