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First Coined In 2018 Brand Stand trend icon

Brand Stand

Reacting to a polarized media atmosphere, more brands feel compelled to take a stand and highlight their core values rather than try to be all things to all people.

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The 2018 Non-Obvious Trend Report, where Brand Stand was first coined

First published in the 2018 Non-Obvious Trend Report →

Trend Longevity Rating

A Graded A in 2026 ·
an exceptional prediction that grew more true over time

How this trend held up

In the year since this trend was first predicted, there have been many examples of brands utilizing this effect to inspire belief, share their values, and grow loyalty.

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, Brand Stand was identified as one of the past trends that evolved into the megatrend Purposeful Profit: As consumers and employees demand more sustainable and ethical practices from businesses, companies respond by adapting products, taking stands on issues, and putting purpose first.

Explore The Purposeful Profit Megatrend →

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