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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Data Overflow

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.

B2Beyond

Brands are embracing their humanity, taking inspiration from other sectors and thinking more broadly about effectively marketing to people first and buyers second.

Optimistic Aging

After years of being told that aging is something we should hide, society is starting to appreciate the upside of getting older: financial freedom, respect, and time that the “third lifetime” can offer.

Strategic 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.

E-mpulse Buying

While e-commerce is changing the way people impulse buy, the integration of mobile devices into the shopping experience has opened up possibilities for real-time marketing that encourages people to make split-second emotional buying decisions in a new way.