2019
Non-Obvious

How to Predict Trends and Win the Future

This ninth edition of the book continued the new visual format from 2018 and evolved the look of the report even further, with large text callouts and other features to improve the reading experience based on feedback from previous editions.

Popular trends from this edition include Innovation Envy (corporations desperately copying one another instead of truly thinking different), Muddled Masculinity (our shifting cultural understanding of what it means to be a man) and Retrotrust (why we trust products and brands that we recognize from our past).

This edition also features new custom illustrations, updated visuals and a comprehensive appendix reviewing all past trends."

Awards The Series Has Won...

Overwealthy

Growing income inequality is leading to more guilt among the affluent, and inspiring them to seek more ways to give back.

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Passive Loyalty

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

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Good Speed

The urgency of the problems facing humanity is inspiring corporations, entrepreneurs, and individuals to find ways to do good (and generate results) at a faster pace than ever before.

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Innovation Envy

Entrepreneurs, businesses, and institutions are increasingly fearful about not being able to keep up with competitors’ approaches to innovation.

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Robot Renaissance

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

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Enterprise Empathy

Empathy is becoming a driver of innovation and revenue, and a point of differentiation for products, services, hiring practices, and branded experiences.

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Deliberate Downgrading

As more products become Internet-enabled and digitalized, consumers are selectively rejecting supposedly improved products and services, opting for simpler, cheaper, and sometimes more functional versions instead.

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Extreme Uncluttering

Brands and creators are intentionally using spectacles to capture attention and drive engagement.

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Fad Fatigue

Consumers are becoming wary of innovations that frame themselves as the “next big thing.”

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