Non-Obvious^TM Trend Collection

Passive Loyalty

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

Deliberate Downgrading

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.

Robot Renaissance

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

Innovation Envy

Entrepreneurs, businesses, and institutions are increasingly fearful about not being able to keep up with competitors’ approaches to innovation.

B2Beyond Marketing

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

Fad Fatigue

Consumers are becoming wary of innovations that frame themselves as the “next big thing.”

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.