Welcome to The
Non-Obvious^TM
Trend Collection

Every year our team curates the most interesting and impactful trends shaping culture and business. On this site, you can browse all of the trends from the past nine years by category, industry or year.

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Precious Print

Thanks to the digital revolution, people are developing a more meaningful and emotional relationship with physical objects and printed material.

Passive Loyalty

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

Deep Diving

While brands compete for our shrinking attention spans with more content than ever, many people prefer to go all in on the topics and experiences that truly capture their interest.

Lovable Unperfection

Today, successful marketing campaigns are putting an increasing focus on using the power of personality, quirkiness, and imperfections to create authentic with customers.

Authentic Fameseekers

A new generation of creators is turning to social media to establish their brands, attract eyeballs and become the next big thing.

Desperate Detox

As technology, media clutter and an overload of gadgets make life increasingly stressful, people are seeking moments of reflection and pause.

Preserved Past

Technology is offering new ways to preserve history, changing the way we learn from, experience, and remember the past in the process.

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.

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