2016
Non-Obvious

How to Think Different, Curate Ideas & Predict The Future

Building on the success of hitting the Wall Street Journal best seller list in 2015, this all new edition featured plenty of new content – including 15 brand new trends and an updated section with a recap on all trends from the previous year along with a bonus “2016 Update” for each trend. Continuing to offer a transparent look at previous predictions, the book also includes an extensive index that features and rates all 60 trends from the previous four years as well. In this new report, readers were introduced to the ideas of “Strategic Downgrading” (consumers choosing versions of products with less tech baked in because they often just work better), “Optimistic Aging” (the growing sense of hope that people feel as they actively embrace aging and see it as an opportunity rather than an affliction to be managed), and “Virtual Empathy” (the surprising fact that all the investments and excitement about virtual reality may in fact finally offer us a way to truly empathize with one another.

Awards The Series Has Won...

Data Overflow

Volumes of both personal and corporate-owned data are increasing at an exponential rate, creating pressure to turn that data into tools that serve as both practical and ethical instead of disconnected data points.

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Heroic Design

Design is shaping the way we plan our cities, homes, and futures, and inspiring nuanced, sometimes unexpectedly heroic experiments from architects, urban planners, industrial engineers and tech gurus alike.

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Insourced Incubation

Companies are building in-house innovation labs to inspire novel ideas within their four walls instead of seeking outside help. 

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Automated Adulthood

More people are going through a prolonged period of emerging adulthood, focusing on their career, getting married later, and adopting technology and innovative products that automate “adult” tasks.

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Optimistic Aging

After years of being told that aging is something we should hide, society is starting to appreciate the upside of getting older: financial freedom, respect, and time that the “third lifetime” can offer.

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B2Beyond

Brands are embracing their humanity, taking inspiration from other sectors and thinking more broadly about effectively marketing to people first and buyers second.

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Personality Mapping

Brands and organizations are turning to psychology to better understand the motivations and emotions behind their customers’ decisions and inspire better performance from their employees.

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Earned Consumption

Consumers’ increasing desire for authentic experiences means that they are more willing to earn their right to consume, which offers businesses the chance to build more loyalty and engagement

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E-mpulse Buying

While e-commerce is changing the way people impulse buy, the integration of mobile devices into the shopping experience has opened up possibilities for real-time marketing that encourages people to make split-second emotional buying decisions in a new way.

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