First Coined In 2016
B2Beyond Marketing
B2B brands use non-traditional methods to embrace their humanity and reach decision makers along with a broader audience.
This trend was curated in the 2016 and 2019 editions of the Non-Obvious Trend Report.
Trend Longevity Rating
B
Graded B in 2026 ·
a strong prediction that largely held up
a strong prediction that largely held up
How this trend held up
This was one of those frustrating trends that was well predicted and quantifiably true, yet it struggled to accelerate because of the resistance so many B2B brands have to different thinking.
Every past trend prediction is re-reviewed and graded with a Trend Longevity Rating, measuring how much each originally curated trend still matters years later.
