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.

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Purposeful Profit

Consumers and employees demand more sustainable and ethical practices, and companies respond by adapting products and taking public stands.

Overwealthy

Growing income inequality is leading to more guilt among the affluent, and inspiring them to seek more ways to give back.

Good Speed

The urgency of the problems facing humanity is inspiring corporations, entrepreneurs, and individuals to find ways to do good (and generate results) at a faster pace than ever before.

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.

Robot Renaissance

As robots’ utility moves into the home and the workplace, they are being given more human-like interfaces, and even micro-personalities.

B2Beyond Marketing

To simplify daily life, people are shedding their excess “stuff,” seeking pared-down experiences and even ways to unclutter their digital identities.

Side Quirks

A global shift toward individualism has led to a surge in side businesses and a renewed appreciation for what makes people unique.

Truthing

As a consequence of eroding trust in media and institutions, people are engaging in a personal quest for the truth based on direct observation and face-to-face interaction.