Brutal Transparency

Trend Longevity Rating

How this trend held up

The growth of social platforms and content marketing allows brands to share more truths about their business. While some may not be quite as "brutal," this honesty continues to build trust.

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.

Where It Led

This trend evolved into a megatrend.

In 2020, Brutal Transparency was identified as one of the past trends that evolved into the megatrend Attention Wealth: In the information economy, our attention is our most valuable resource, leading us to be more skeptical of those who manipulate us to get it, and instead seek out and trust those who communicate in more authentic ways.