Welcome to The
Non-Obvious^TM
Trend Collection

Every year our team curates the most interesting and impactful trends shaping culture and business. On this site, you can browse all of the trends from the past nine years by category, industry or year.

Filter By:

Data Abundance

The growing ubiquity of data raises big questions about how it is used, who should own and profit from it, and how it may be biased or flawed.

Attention Wealth

In the information economy, our attention holds greater value; leading us to be more skeptical of those who rely on spectacles to manipulate us.

Revivalism

Overwhelmed by technology and complexity, people seek out nostalgic experiences that remind them of a simpler and more trustworthy time.

Amplified Identity

As individualism grows globally, people are carefully cultivating how they are perceived, living authentically and chasing stardom.

Passive Loyalty

A new understanding of loyalty is challenging brands to get smarter about how they can generate brand enthusiasts.

As more products become Internet-enabled and digitalized, consumers are selectively rejecting supposedly improved products and services, opting for simpler, cheaper, and sometimes more functional versions instead.

Enterprise Empathy

Empathy is becoming a driver of innovation and revenue, and a point of differentiation for products, services, hiring practices, and branded experiences.