In this ultra-cynical age, the word ‘panacea’ has been splashed with negative connotations. The 21st century has no time for the idea of utopia, and there is, admittedly, something slightly utopian about a remedy for everything in the universe ever. For that reason ‘panacea’ is a word – not unlike ‘alchemy’ and ‘Vodafone’ – that today evokes reflexive scoffing.
But we are wrong to sneer, for a panacea is theoretically possible. Indeed, it already exists. The corporate sector has known about it for at least a decade, and it takes the form, believe it or not, of a humble adjective.