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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Precious Print

Thanks to the digital revolution, people are developing a more meaningful and emotional relationship with physical objects and printed material.

Passive Loyalty

A new understanding of loyalty is challenging brands to get smarter about how they can generate brand enthusiasts.

Lovable Unperfection

Today, successful marketing campaigns are putting an increasing focus on using the power of personality, quirkiness, and imperfections to create authentic with customers.

Authentic Fameseekers

A new generation of creators is turning to social media to establish their brands, attract eyeballs and become the next big thing.

Design is shaping the way we plan our cities, homes, and futures, and inspiring nuanced, sometimes unexpectedly heroic experiments from architects, urban planners, industrial engineers and tech gurus alike.

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.

Earned Consumption

Consumers’ increasing desire for authentic experiences means that they are more willing to earn their right to consume, which offers businesses the chance to build more loyalty and engagement

Personality Mapping

Brands and organizations are turning to psychology to better understand the motivations and emotions behind their customers’ decisions and inspire better performance from their employees.

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.