Rohit Bhargava's 2018 Bonus Trends

@rohitbhargava | #nonobvious
THE TRENDS
2018 Bonus Trends
An Exclusive Look At More
Trends From Non-Obvious!
Rohit Bhargava
TrendCurator,Marketer&NiceGuy

ABOUT THE ANNUAL TREND REPORT
QUICK FACTS:
8 YEARS OF ANNUAL TREND PREDICTIONS
OVER 100 TRENDS PREDICTED
READ BY OVER 1 MILLION PEOPLE
WALL STREET JOURNAL BEST SELLER
AXIOM SILVER MEDAL AWARD (BUSINESS THEORY)
CES OFFICIAL SELECTION (GARY’S BOOK CLUB)
GOLD MEDAL – NONFICTION BOOK AWARDS
#1 AMAZON BEST SELLER
TOP 50 ALL KINDLE

WHAT MAKES THIS TREND SERIES DIFFERENT?
1UNIQUE PROCESS
GATHERING IDEAS FOR A
FULL YEAR AND CURATING
TRENDS FROM THEM

2FULL TRANSPARENCY
WITH BRUTALLY HONEST
RECAPS AND RATINGS FOR
ALL PAST PREDICTIONS

3ACTIONABLE INSIGHT
FOR EVERY TREND WITH
REAL LIFE ADVICE THAT
MAKES TRENDS USEFUL

4GLOBAL OUTLOOK
EXAMPLES FROM AROUND THE
WORLD AND SIX TRANSLATED
EDITIONS + MORE IN 2018!

5REAL APPLICATION
EVERY YEAR, WE DELIVER KEYNOTES
AND WORKSHOPS TO THE WORLD’S
MOST INNOVATIVE COMPANIES

Special Note: How To Read This Presentation
This Bonus Trend Presentation offers an exclusive look at some of the
trends and stories that are featured in the new edition of Non-Obvious. It
shares the stories of examples used in the book in the same format
usually used by Rohit during live keynote presentations.
Most slides are primarily visual with minimal text explanations, however
they are shared in this presentation to give you a sense of the stories
and depth of research that is behind each of the trends.

OVER-
TARGETING
NON-OBVIOUS TREND
After years of marketing becoming more data centric, marketing
leaders start to think more broadly about audience and rethink
how to target both loyal and new customers in the process.
W H A T’S TH E TR E ND ?

OVERTARGETING | EXAMPLE
2
0
1
8
DangersOfOvertargeting
“If you get too targeted, you
reinforce people who love your
brands to use more. There are
only so many cups of tea you
can drink in a day.”
Keith Weed, CMO - Unilever

2
0
1
8
TheProblemWithLazySegmenting

2
0
1
8
OnlineMarketing=SnakeOilSales?

2
0
1
8
BluHomes
Ideal Target Audience?
Affluent Millennials
“Green Grandmas”

HOW TO USE THIS TREND | STEAL THIS IDEA!
 Reevaluate your
audience segments
to find the under-
appreciated groups
OVER-TARGETING

VIRTUAL
EMPATHY
NON-OBVIOUS TREND
Virtual reality and other technology combine with human
initiatives focused on increasing empathy through the immersive
ability to see the world through foreign and unfamiliar eyes.

VIRTUAL EMPATHY | EXAMPLE
2
0
1
8
Guardian–SolitaryConfinementVR

2
0
1
8
BeAnotherLab–GenderSwap

2
0
1
8
Translator+NatalieEgan

2
0
1
8
MilitaryPTSDTreatment

2
0
1
8
DinosaursInTheWild

 Create tangible
demonstrations of
how you under-
stand your
audience
VIRTUAL EMPATHY

HUMAN
MODE
NON-OBVIOUS TREND
As automation increases, people hungry for more personal and
authentic experiences begin to put a premium on advice, services,
and interaction involving actual humans.

HUMAN MODE | EXAMPLE
2
0
1
8
HumanLibrary

2
0
1
8
TescoRelaxed(Slow)CheckoutLine

2
0
1
8
MagazineLuiza+HumanChatbots

2
0
1
8
SocialRobotsWithPersonality
Source: https://venturebeat.com/2017/12/19/8-robots-worth-bringing-home-this-holiday-season/
Kuri | Mayfield Robotics
Jibo | Jibo
Buddy | Blue Frog

 Add a human
option to digital
services as a
benefit
HUMAN MODE

DATA
POLLUTION
NON-OBVIOUS TREND
As our ability and necessity to measure everything grows, the
ways that data becomes manipulated, contaminated, sabotaged
or expires leads to rising concern about its overall usefulness.

DATA POLLUTION | EXAMPLE
2
0
1
8
The5TypesOfDataPollution

2
0
1
8
DataSabotageAsConsumerPayback
bob@bob.com
“Consumers increasingly use Data
Sabotage to share intentionally bad data as
a form of revenge against companies who
create gated experiences requiring personal
details without explaining why.”

2
0
1
8
PurgingFakeSocialMediaAccounts

DATA POLLUTION
 Avoid putting too much
blind faith in trivial
numbers (especially in
social media)

WHATABOUT
PAST TREND PREDICTIONS?
HEREAREAFEWTHATWILL BE
EVENMOREIMPORTANTIN2018…

FIERCE
FEMININITY
NON-OBVIOUS 2017 TREND
As gender gets fluid, independent women are
portrayed as heroines and become role models.

Fierce Femininity – Entertainment
FIERCE FEMININITY | EXAMPLE
2
0
1
6

StrongWomenInFashion
2
0
1
7

WomenInSportsAdvertising
2
0
1
7

FierceComicBookCharacters
2
0
1
7

StatueonWallStreet
2
0
1
7

#LikeAGirl
2
0
1
7

ManterruptionApp
2
0
1
7

BrawnyAdvertising
2
0
1
7

 Use imagery that helps
to actively break
stereotypes
HOW TO USE THIS TREND | FIERCE FEMININITY
STEAL THIS IDEA!

DESPERATE
DETOX
Addictive technology and media clutter lead us to
desperately seek out simplicity anywhere we can.

EatingWithoutNoise-Spain
DESPERATE DETOX | EXAMPLE
2
0
1
7

SwissTownofBergünBansSelfies
2
0
1
7

IntrepidTravel–DigitalDetoxTours
2
0
1
7

SlowTV–Norway
2
0
1
7

 Create distraction
free spaces to
encourage people
to unplug.
HOW TO USE THIS TREND | DESPERATE DETOX
STEAL THIS IDEA!

OBSESSIVE
PRODUCTIVITY
The never ending quest to be productive in every moment
rapidly evolves into an obsession that underpins
expectations for very brand interaction.

@rohitbhargava | #nonobvious@rohitbhargava | #nonobvious
OBSESSIVE PRODUCTIVITY | EXAMPLE
2
0
1
6
Disney Moms

2
0
1
6
Quick Drinks – Anti-Aged Whiskey
HIGHSPIRE WHISKEY
AGED 130 DAYS
DEFIANT WHISKY
AGED 60 DAYS
CLEVELAND WHISKEY
AGED 2 DAYS

2
0
1
6
Optimized Reading
The BeeLine Reader
Usingcolortospeedupreading
Spritz
Streamingtextonewordatatime

2
0
1
6
Coffitivity

 Promise and
deliver speed
HOW TO USE THIS TREND | OBSESSIVE PRODUCTIVITY
STEAL THIS IDEA!

Love Non-Obvious trends?
Get new ideas by email every Thursday!
www.rohitbhargava.com/subscribe
Connect with Rohit:
rohit@nonobviouscompany.com

GET YOUR OWN COPY OF
NON-OBVIOUS 2018!
Discount Code for 30% Off :
“predictthefuture”
bit.ly/buyNO2018
CLICK BELOW TO ORDER THE BOOK*:

Confidential – Do Not Distribute

Confidential – Do Not Distribute
Overview Leading Organizations That Have Worked With Our Team

ABOUT ROHIT:
Rohit Bhargava is a trend curator, marketing expert, storyteller and the Wall Street
Journal best-selling author of five books including Non-Obvious and Likeonomics.
After spending 15 years leading brand strategy at two of the most respected
marketing agencies in the world (Ogilvy and Leo Burnett), Rohit left the
corporate world to become an entrepreneur and is currently the founder
of multiple companies including the Influential Marketing Group and
Ideapress Publishing. He teaches marketing and storytelling at
Georgetown University and regularly travels the world as an
entertaining, humble and non-boring keynote speaker.
Contact Rohit:
rohit@nonobviouscompany.com

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