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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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.

Innovation Envy

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

Touchworthy

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

Human Mode

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

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.

Enlightened Consumption

Empowered with more information about products and services than ever, people are choosing to make a statement about their values and the world today through how they buy, work, consume, and invest.

Disruptive Distribution

New models of distribution are disrupting the usual channels, cutting out middlemen and building more direct connections with fans and buyers.

Outrageous Outsiders

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

Moonshot Entrepreneurship

A new generation of entrepreneurs are thinking beyond profit and making social impact, not financial performance, at the center of their organizations’ missions.