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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Human Mode

Tired of technology that isolates us, people seek out and place greater value on physical, authentic and “unperfect” experiences delivered by humans.

Revivalism

Overwhelmed by technology and complexity, people seek out nostalgic experiences that remind them of a simpler and more trustworthy time.

B2Beyond Marketing

To simplify daily life, people are shedding their excess “stuff,” seeking pared-down experiences and even ways to unclutter their digital identities.

Artificial Influence

Creators, corporations, and governments are using virtual experiences and installations to shift public perception, sell products, and even turn fantasies into reality.

Retrotrust

Often unsure of whom to trust, today’s consumers are connecting with brands that have a rich legacy in cultural history, or those with which they have a strong sense of nostalgia.

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.

Overtargeting

Lured by the promise of Big Data, organizations segment audiences too narrowly and unintentionally end up abandoning large groups of potentially lucrative customers.