How to Predict Trends and Win the Future

"In this edition of Non-Obvious, readers saw an upgraded interior layout from previous years with significant updates throughout the book. Some of the most popular trends from 2018’s report included “Truthing” (how we trust in face to face interactions more than any other type), “Brand Stand” (why consumers buy from brands who are unafraid share what they believe in), “Light-Speed Learning” (why we expect to be able to learn anything faster than ever) and “Manipulated Outrage” (what happens when a news media culture of outrage starts to define an individual’s identity).

This 2018 edition also featured more illustrations, color on the interior and updated trend icon imagery. Thanks in part to all the updates, as well as a concentrated effort to submit the book to industry awards, this edition won six major business book awards including being selected as a Finalist for the prestigious Leonard L. Berry Marketing Book Prize from the American Marketing Association."

Awards The Series Has Won...


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

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

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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.

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

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Human Mode

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

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Brand Stand

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.

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

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

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Manipulated Outrage

New tools in media and advertising make it easier for brands and organizations to manipulate people’s emotions, incite rage and elicit strong reactions for their benefit.

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