Backstorytelling
Organizations use the power of stories to share their heritage, mission, and reason for existing with audiences. Their aim is to earn loyalty and position themselves as desirable places to work.
This trend was curated in the 2013 and 2018 editions of the Non-Obvious Trend Report.
Trend Longevity Rating
an exceptional prediction that grew more true over time
How this trend held up
If there is any trend that could be described as universally important, it would be this one. Though it has been brought back over time, the idea of stories as a way for brands to stand apart continues to be an effective strategy.
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.
Where It Led
This trend evolved into a megatrend.
In 2020, Backstorytelling was identified as one of the past trends that evolved into the megatrend Attention Wealth: In the information economy, our attention is our most valuable resource, leading us to be more skeptical of those who manipulate us to get it, and instead seek out and trust those who communicate in more authentic ways.
Explore The Attention Wealth Megatrend →
