Non-Obvious 2017

Building on the success of hitting the Wall Street Journal best seller list in 2015, this all new edition features 15 brand new trends and an updated section with a recap on all trends from four previous years of research. In this new report, readers are introduced to the ideas of “Passive Loyalty” (a shift in how brands must engage consumers and generate true loyalty), “Fierce Femininity” (new revolution in how women are being portrayed in media and culture, and stepping out in business), and “Invisible Technology” (how technology increasingly anticipates our needs and blends unnoticeably into our lives). This 2017 Edition also earned a Silver Medal for Business Theory from the highly competitive Axiom Book Awards.