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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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.

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.

B2Beyond

Brands are embracing their humanity, taking inspiration from other sectors and thinking more broadly about effectively marketing to people first and buyers second.

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.

Branded Benevolence

Companies are putting a purpose greater than revenue at the center of their businesses in order to form deeper connections with consumers.

Marketing used to focus almost exclusively on the messaging behind and promotion of products and services, but today, marketers are becoming key to informing their organizations’ product development and research.

Shareable Humanity

Content shared on social media is becoming more emotional as brands inject more humanity into powerful content marketing and branded storytelling efforts.

Branded Inspiration

Brands are turning to the unparalleled power of awe to connect their products and services to big ideas, increasing their perceived value in the process.