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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Everyday Stardom

Some of today’s most innovative and influential ideas are coming from complete outsiders whose unconventional quirks disrupt entire industries.

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.

Anti-Stereotyping

Across media and entertainment, traditional gender roles are being reversed as assumptions about alternative lifestyles and the ways we define ourselves evolve.

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.

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.

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.