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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Microdesign

The increasingly visual way that we experience and consume the world around us is creating a demand for information presented through efficient design and imagery.

Shareable Humanity

Content shared on social media is becoming more emotional as brands inject more humanity into powerful content marketing and branded storytelling efforts.

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.

Branded Inspiration

Brands are turning to the unparalleled power of awe to connect their products and services to big ideas, increasing their perceived value in the process.

Hyper-Local Commerce

New services and technology make it easier for people to keep their investments and purchases local.

Friend-Sourced Travel

Thinking small is a new competitive advantage, as slight changes to features or benefits are creating some of the biggest impacts on value.

Retail Theater

The physical in-store experience, enhanced by social media, will drive loyalty and purchase.

Corporate Humanism

As people grow to expect and enjoy more personal relationships with brands, companies are seeing the value in giving their businesses a more human voice.