First Coined In 2011 Rise of Curation trend icon

Rise of Curation

Brands increasingly use curation as a much-needed filter to help find and bring together useful or entertaining content to win more trust and attention from consumers.

The 2011 Non-Obvious Trend Report, where Rise of Curation was first coined

First published in the 2011 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 trend successfully anticipated the explosion of content marketing and the importance for brands to focus on sharing expertise generously online with their consumers as a way to grow 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.

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