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First Coined In 2018 Enlightened Consumption trend icon

Enlightened Consumption

Empowered with information about products and services, people are choosing to make a statement about their values and the world through what they buy, where they work, and how they invest.

Download The Full 2018 Report Free ↓ Read A Book Excerpt
The 2018 Non-Obvious Trend Report, where Enlightened Consumption was first coined

First published in the 2018 Non-Obvious Trend Report →

Trend Longevity Rating

A Graded A in 2026 ·
an exceptional prediction that grew more true over time

How this trend held up

This is a critical trend to watch because of the speed with which we access to real-time information to evaluate the impact our buying has on the world.

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, Enlightened Consumption was identified as one of the past trends that evolved into the megatrend Purposeful Profit: As consumers and employees demand more sustainable and ethical practices from businesses, companies respond by adapting products, taking stands on issues, and putting purpose first.

Explore The Purposeful Profit Megatrend →

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