First Coined In 2017
Passive Loyalty
As switching from brands becomes easier, companies re-evaluate who is loyal, who isn't, and how to inspire true loyalty.
This trend was curated in the 2017 and 2019 editions of the Non-Obvious Trend Report.
Trend Longevity Rating
A
Graded A in 2026 ·
an exceptional prediction that grew more true over time
an exceptional prediction that grew more true over time
How this trend held up
Forward-looking brands redesign their loyalty programs and try delight to inspire loyalty. Given the focus on this, we decided to bring back and republish this trend in 2019.
Every past trend prediction is re-reviewed and graded with a Trend Longevity Rating, measuring how much each originally curated trend still matters years later.
