“We All Need A Hero” Defining the ‘Super’ – What Is and What Isn’t Good for Us
Superbugs, superhero bacteria, super food or superheroes saving lives – in the era of superlatives it’s hard to navigate and know which one of the ‘super’ things works in our favour and which one doesn’t. Comic book characters have entered the life of the everyday consumer and expanded their perspective once limited to the fantasy world. Now every area of our lives carries that vocabulary of super characters, not just the entertainment industry. From our food to our body and our health – we have them within and around us.