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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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.

Branded Utility

Brands are using a combination of content marketing and greater integration between marketing and operations to augment promotions with practical and human added value.

Engineered Addiction

Thanks to our increasing understanding of the behavioral science behind the formation of habits, marketers, designers, and engineers are creating products and services that are as addictive as possible.

Privacy Paranoia

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.