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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Touchworthy

Overwhelmed by digital and tired of sitting behind a screen, consumers are seeking products and experiences that they can touch and feel..

Approachable Luxury

Luxury is no longer defined by scarcity and privilege: Today’s consumers value down-to-earth, authentic human experiences and unique unrepeatable experiences.

Human Mode

Thanks to automation, people crave experiences, advice, and services delivered by actual humans.

Backstorytelling

Organizations are using the power of stories to share relatable heritages, missions, personalities and reasons for existing.

Disruptive Distribution

New models of distribution are disrupting the usual channels, cutting out middlemen and building more direct connections with fans and buyers.

Virtual Empathy

Immersive technological experiences generate empathy through helping people see the world through new eyes.

Precious Print

Thanks to the digital revolution, people are developing a more meaningful and emotional relationship with physical objects and printed material.

Deep Diving

While brands compete for our shrinking attention spans with more content than ever, many people prefer to go all in on the topics and experiences that truly capture their interest.

Lovable Unperfection

Today, successful marketing campaigns are putting an increasing focus on using the power of personality, quirkiness, and imperfections to create authentic with customers.