2018 Non-Obvious:
The big redesign

Trend 01 · 2018

Luxury is no longer defined by scarcity and privilege, but rather more down-to-earth authentic human experiences that create unforgettable moments worth sharing.

Alongside luxury that was approachable was luxury that was even more out of touch, designed for the Overwealthy, as described in our 2019 prediction.

Trend 02 · 2018

(Originally curated 2013) Organizations use the power of stories to share their heritage, mission, and reason for existing with audiences. Their aim is to earn loyalty and position themselves as desirable places to work.

If there is any trend that could be described as universally important, it would be this one. Though it has been brought back over time, the idea of stories as a way for brands to stand apart continues to be an effective strategy.

Trend 03 · 2018

Reacting to a polarized media atmosphere, more brands feel compelled to take a stand and highlight their core values rather than try to be all things to all people.

In the year since this trend was first predicted, there have been many examples of brands utilizing this effect to inspire belief, share their values, and grow loyalty.

Trend 04 · 2018

As we create more methods for quantifying the world around us, data are manipulated, contaminated, and sabotaged, making it harder to separate true insights from useless noise.

There is no doubt the flood of data is rising, and sorting through it to find what really matters is a serious problem that even smart AI has not been able to solve.

Trend 05 · 2018

(Originally curated 2015) Traditional models of distribution get reinvented as businesses of all sizes seek more efficiency, build direct connections with consumers, and rethink their own business models.

This trend has exploded in recent years and is likely to impact even more industries since we first predicted it in 2015. It was also a driver for the megatrend of Flux Commerce.

Trend 06 · 2018

Empowered with information about products and services, people are choosing to make a statement about their values and the world through what they buy, where they work, and how they invest.

This is a critical trend to watch because of the speed with which we access to real-time information to evaluate the impact our buying has on the world.

Trend 07 · 2018

As automation increases, people hungry for more personal and authentic experiences begin to put a premium on advice, services, and interaction involving actual humans.

While automation grows, we will see a rise in the importance of human interactions and a continued willingness to pay a premium in order to have a real person help you in real life.

Trend 08 · 2018

The road to mastery on any topic gets faster through the help of bite-sized learning modules that make education more time efficient, engaging, useful, and fun.

This trend has driven real business change and positive results, and it served as one of the primary inspirations for our megatrend of Instant Knowledge.

Trend 09 · 2018

Media, data analytics, and advertising are combining forces to create a perpetual stream of noise that is intended to incite rage and elicit angry reactions on social media and in real life.

This trend remains sadly important because of continued manipulation by evil corporations and self-centered politicians. It's exacerbated by gullible media who help amplify the manipulation.

Trend 10 · 2018

Lured by the promise of big data, organizations segment audiences too narrowly and unintentionally end up abandoning large groups of potentially lucrative customers.

While businesses frequently and unnecessarily narrow their audience, in many cases it has not raised the major issues or challenges that we initially predicted.

Trend 11 · 2018

(Originally curated 2015) Organizations create smarter connected products, services, and features that can protect our safety, health, and environment by anticipating our actions or needs.

This trend was a precursor to our megatrend of Protective Tech. It returned to the report a second time after initially appearing in the 2015 edition.

Trend 12 · 2018

Overwhelmed by digital, consumers turn back toward products and experiences that they can touch, feel, and sense to deliver a much-needed sense of calm, simplicity, and humanity.

The more digital things are becoming, the more important tactile experiences are. Sometimes we just want a more real and tangible experience that we can hold.

Trend 13 · 2018

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

As distrust of the media, governments, and corporations spreads, this important trend describes a critical coping mechanism of looking inward that shows no sign of stopping.

Trend 14 · 2018

Shifting definitions of traditional gender roles are leading some to reject the notion of gender completely, while others aim to mask gender from products, experiences, and even their own identities.

This trend not only has grown so quickly, but also has been so culture changing and defining that we selected a slightly redefined and elevated version of it as one of our megatrends, Ungendering.

Trend 15 · 2018

(Originally curated 2014) Immersive experiences delivered through technology and personal interactions increase empathy by helping people see the world through foreign and unfamiliar eyes.

This trend has broadened beyond virtual reality technology to include examples of installations, art projects, and live experiences that offer people ways to feel more empathy.