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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Attention Wealth

In the information economy, our attention holds greater value; leading us to be more skeptical of those who rely on spectacles to manipulate us.

Instant Knowledge

The rise of bite-sized knowledge on demand helps us benefit from learning everything faster but increases the risk that we forget the value of mastery.

As more products become Internet-enabled and digitalized, consumers are selectively rejecting supposedly improved products and services, opting for simpler, cheaper, and sometimes more functional versions instead.

Fad Fatigue

Consumers are becoming wary of innovations that frame themselves as the “next big thing.”

Extreme Uncluttering

Brands and creators are intentionally using spectacles to capture attention and drive engagement.

Manipulated Outrage

New tools in media and advertising make it easier for brands and organizations to manipulate people’s emotions, incite rage and elicit strong reactions for their benefit.

Lightspeed Learning

The road to mastery of any topic is shorter thanks to the popularity of bite-sized learning modules that make education more time efficient, engaging, useful and fun.