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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Outrageous Outsiders

Some of today’s most innovative and influential ideas are coming from complete outsiders whose unconventional quirks disrupt entire industries.

Moonshot Entrepreneurship

A new generation of entrepreneurs are thinking beyond profit and making social impact, not financial performance, at the center of their organizations’ missions.

Automated Adulthood

More people are going through a prolonged period of emerging adulthood, focusing on their career, getting married later, and adopting technology and innovative products that automate “adult” tasks.

Insourced Incubation

Companies are building in-house innovation labs to inspire novel ideas within their four walls instead of seeking outside help.

Small Data

As consumers generate increasingly large volumes of actionable, real-time data through their online activities and connected devices, brand-owned big data will lose value and utility.

Collaborative Economy

New business models and tools allow consumers and brands to tap the power of sharing and collaborative consumption to find new ways to buy, sell and consume products and services.

Instant Entrepreneurs

Better support, incentives, and tools for entrepreneurs make it possible for anyone with an idea to launch a startup knowing that the costs and risks of failure are not as high as they once were.

Subscription Commerce

Businesses and retailers are adopting subscription models that deliver recurring services or products to customers instead of focusing on one-time sales.