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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Side Quirks

A global shift toward individualism has led to a surge in side businesses and a renewed appreciation for what makes people unique.

Truthing

As a consequence of eroding trust in media and institutions, people are engaging in a personal quest for the truth based on direct observation and face-to-face interaction.

Touchworthy

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

Approachable Luxury

Luxury is no longer defined by scarcity and privilege: Today’s consumers value down-to-earth, authentic human experiences and unique unrepeatable experiences.

Shifting definitions of traditional gender roles are leading some to reject the notion of gender completely, while others aim to eliminate it from products, experiences, and even their own identities.

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.

Backstorytelling

Organizations are using the power of stories to share relatable heritages, missions, personalities and reasons for existing.

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.