2017 Non-Obvious:
Momentum builds

Trend 01 · 2017

A new generation of creators is turning to social media to establish brands, attract eyeballs, and become the next big thing.

Influencers continue to be a force online, but their constant quest to capture our attention is leading to fatigue with their supposed authenticity and diverting attention elsewhere.

Trend 02 · 2017

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.

People still find enjoyment in content and storytelling that takes them deep into interesting topics. Podcasts, investigative journalism, immersive film, and other long-form experiences continue to be appealing.

Trend 03 · 2017

(Originally curated 2014) As technology, media clutter, and an overload of gadgets make life increasingly stressful, people are seeking moments of reflection and pause.

Tech saturation continues to drive people to find a respite. Apps help people to disconnect, places in the real world offer tech-free zones, and people seek more peace and quiet.

Trend 04 · 2017

The fierce, independent woman has emerged in recent years, redefining the concept of femininity and reimagining gender roles.

Current events and the political and cultural climate continue to shift how we perceive women's place in modern society. Since publishing this trend, we see a new story reinforcing its validity almost weekly.

Trend 05 · 2017

As technology grows more sophisticated, it becomes better at predicting and anticipating needs, protecting us, and providing utility while blending seamlessly into our lives.

Technology continues seamlessly to make everyday tasks and transactions easier, cheaper, and more efficient. These benefits make this trend continually relevant and a key element of our Protective Tech megatrend.

Trend 06 · 2017

(Originally curated 2014) Today successful marketing campaigns increasingly focus on using the power of personality, quirkiness, and imperfections to create authentic connections with customers.

The idea that brands and leaders are showing vulnerability and building trust through a willingness to share flaws continues to resonate and is a key ingredient in brands acting more human.

Trend 07 · 2017

(Originally curated 2015) Meditation, yoga, and quiet contemplation become powerful tools for individuals and organizations to improve performance, health, and motivation.

Since the trend was predicted several years ago, it has continued to describe entire industries, new ways of thinking, and a strong movement to improve ourselves at home and at work.

Trend 08 · 2017

A new generation of entrepreneurs is thinking beyond profit and placing social impact, not financial performance, at the center of their organizations' missions.

The world's problems remain complex, and entrepreneurs generate social impact and fill the gap left by ineffective governments. This trend also inspired the trend of Good Speed from the 2019 report.

Trend 09 · 2017

Some of today's most innovative and influential ideas are coming from complete outsiders whose unconventional quirks disrupt entire industries.

Outsiders continue to disrupt entire industries, countries, and global orders. We expect this trend will continue to affect everything from politics to music in the coming decade.

Trend 10 · 2017

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

Forward-looking brands redesign their loyalty programs and try delight to inspire loyalty. Given the focus on this, we decided to republish this trend in 2019.

Trend 11 · 2017

(Originally curated 2013) Thanks to the digital revolution, people are developing a more meaningful and emotional relationship with physical objects and printed material.

The fact that we place even more value on the things that are printed because they are more valuable and rarer has continued, leading us to integrate this trend into the 2018 trend of Touchworthy.

Trend 12 · 2017

(Originally curated 2014) Technology is offering new ways to preserve history, changing the way we experience, remember, and learn from the past in the process.

This trend continues to be vitally important as work continues to preserve artifacts digitally and produce 3D libraries of cultural sites before they are damaged in war or consumed by natural disaster.

Trend 13 · 2017

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

As we live through this "renaissance age" of robots, we are tackling big questions about what we want them to do and what we don't. The debate and trend could shape the decade to come.

Trend 14 · 2017

As technology advances, algorithms and artificial intelligence make real-time analysis so fast that it can move from input to insight to action all on its own.

In contrast to our more alarmist trends of Data Overflow and Data Pollution, this trend suggests data might create value by analyzing itself-something that is showing signs of happening.

Trend 15 · 2017

A global shift toward individualism has led to a surge in side-hustle, entrepreneurs driven by passion, and a renewed appreciation for what makes people unique.

People continue to create value from their hobbies, passions, and personality quirks. This desire to pursue side projects and the global rise of individualism inspired us to bring this trend back in 2019.