2014
Non-Obvious
15 Surprising New Trends Changing How We Buy, Sell Or Believe Anything
The 2014 Non-Obvious Trend Report featured 15 trends broken down into five categories: Culture + Consumer Behaviour, Marketing + Social Media, Economics + Entrepreneurship, Technology + Design and Media + Education. Some of the trends that generated buzz when the report was first published included “Desperate Detox” (consumers hungry to escape the ever present technology around them) and “Curated Sensationalism” (describing the increasing use of headlines about stories that promise to “restore your faith in humanity”).
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Shareable Humanity
Content shared on social media is becoming more emotional as brands inject more humanity into powerful content marketing and branded storytelling efforts.
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Privacy Paranoia
Data breaches and an increasing focus on the many ways our behavior is now tracked on and offline is leading to a new global sense of paranoia about what governments and brands know about us, and how they might use this so-called “big data” in illicit ways.
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Microdesign
The increasingly visual way that we experience and consume the world around us is creating a demand for information presented through efficient design and imagery.
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Overquantified Life
Big data is offering more ways to quantify the world around us, but brands must be careful not to accumulate more data than they know what to do with.
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Curated Sensationalism
Today, many of the most popular online “news” destinations are replacing traditional journalism with smart curation, gathering content from across the web and using persuasively written sensational headlines to drive millions of views.
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Distributed Expertise
As online platforms change how we learn and gain access to previously unreachable experts, the idea of expertise itself is shifting to become more inclusive, less academic and more accessible in real time.
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Anti-Stereotyping
Across media and entertainment, traditional gender roles are being reversed as assumptions about alternative lifestyles and the ways we define ourselves evolve.
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Media Binging
As more media and entertainment becomes available on any device on demand, consumers use their newfound control to “binge” on media when they have the time and are willing to pay extra for the convenience.
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Subscription Commerce
Businesses and retailers are adopting subscription models that deliver recurring services or products to customers instead of focusing on one-time sales.
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