In 2004, Michael Tchong published his inaugural book, Trendscape 2004, offering a comprehensive snapshot of the world at the dawn of the new millennium. Two decades later, he returns with an authoritative ranking of contemporary society’s most influential trends.

To see what the buzz was then, download a PDF of Trendscape 2004.

01. Privacy

Steel cuffs clicked shut around Pavel Durov’s wrists, the cold bite of metal starkly contrasting with the Parisian summer heat. The irony wasn’t lost on him. Here was the champion of digital privacy being detained by a government demanding more transparency. In August...

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02. Facebook

When a major motion picture debuts about your startup five years after launch, you know it’s drastically impacting society. In 2010, “The Social Network” painted Mark Zuckerberg as a brilliant but isolated Harvard student who built a website to connect college...

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03. Work From Home (WFH)

The COVID-19 pandemic dramatically transformed the work landscape, with remote work becoming a significant and lasting change in how businesses operate. This shift has brought about numerous changes in the economy, employer-employee dynamics, and the use of...

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04. Instagram

Instagram, or “Insta” or “IG” as it’s known in hipster talk, has emerged as one of the most influential social media platforms globally. Instagram’s rise to prominence in the social media landscape is a multifaceted story that involves rapid user growth, a strategic...

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05. Transparency

In February, DOGE, Elon Musk’s Department of Government Efficiency, debuted a website that promised transparency into the operation of this unofficial governmental department. As The New York Times reports, the website was riddled with errors but instead of owning up...

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06. YouTube

Founded by three ex-PayPal colleagues, including Chad Hurley and Steve Chen, who reportedly developed the idea for YouTube after trying to share a video that had been shot at a dinner party at Chen’s San Francisco apartment in February 2005. That dinner conversation...

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07. #MeToo

It was extraordinary, even by Hollywood’s colossal standards. The downfall of one of Tinseltown’s most powerful figures was a confluence of raging sexual misconduct events unified by a revealing social media hashtag: #MeToo. This movement, which gained momentum in...

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08. Twitter

Often described as the “SMS of the Internet,” Twitter burst onto the scene in 2009, when Oprah and Ashton Kutcher encouraged more than 60 million people to become “tweeps.” Twitter, rebranded as X, has long been considered a vital barometer for gauging public...

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09. Social Media

In March 2002, Jonathan Abrams, a 33-year-old Canadian software coder who had been laid off by Netscape, founded Friendster, an invitation-only social network. Abrams made no secret of his intention to play the dating game against Yahoo! and Match.com. Within months...

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10. Electronic Payments

Everything is going electronic. Mail went first, banking was next, then books, commerce, dance music, gift cards and even vehicles. Electronic payments preceded them all. Electronic fund transfers were technically invented by Western Union way back in 1871. In those...

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11. Electronic Banking

In the ever-evolving finance landscape, electronic banking has emerged as a significant trend, reshaping how individuals and businesses manage their money. This digital banking transformation, also called e-banking or online banking, leverages technology to provide a...

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12. iPhone

On Friday, June 29, 2007, a long line formed on Stockton Street in San Francisco. Was it for the “Breaking Dawn” movie? A celebrity photo signing? No, it was for “iDay” — the line waiting to buy the first Apple iPhone ever to go on sale. Some people were even camped...

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13. Smart Home

When Google acquired Nest in January 2014 for $3.2 billion, the move signaled that the smart home trend had arrived full force. Innovative smart technology has stoked consumer demand for products and systems that enhance home comfort, convenience, energy efficiency,...

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14. E-books

In September 2010, Amazon.com debuted a TV spot that poked fun at its competition. In a poolside scene, a man struggles to read his iPad and asks a woman how she reads her tablet. Her answer: “It’s a Kindle…$139…I actually paid more for these sunglasses.” The...

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15. Covid

The masks have come off, but the scars remain. Half a decade after COVID-19 brought the world to a standstill, Americans still can’t agree on what hit them. Pew Research’s latest survey exposes a nation united by experience but divided by political interpretation....

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16. TikTok

Who can forget Nathan Apodaca, TikTok user @420doggface208? Nathan went viral on Sept. 25, 2020, when he posted a video of himself skateboarding to work after his truck broke down while drinking Ocean Spray Cran-Raspberry juice straight from the bottle and singing...

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17. Real Estate

Owning a home with a white picket fence and a lush green lawn has long been part of the American dream, one synonymous with a promise of stability and prosperity. However, the path to homeownership has become more difficult in recent years, with high borrowing rates...

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18. Amazon (Retail Apocalypse)

The list is long. Since the start of the Great Recession in 2007, more than 75,000 retail stores in North America have closed, many partly due to what is variously referred to as the “Amazon Factor” or the “Retail Apocalypse.” As shoppers increasingly shift their...

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19. Memes

Memes have become ubiquitous in internet culture, providing a platform for humor, social commentary, and even marketing. Fueled partly by the internet population’s increased expertise with programs like Photoshop and Canva, memes serve as a digital billboard for...

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20. Streaming

The U.S. streaming market has witnessed remarkable growth and transformation over the past decade, reshaping how consumers access and enjoy entertainment. The landscape of television and media consumption has fundamentally changed due to the rise of streaming giants...

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21. Smartphones (Screensucking)

The smartphone market, a dynamic and rapidly evolving sector, has undergone significant transformations since its inception. From the early days of basic mobile phones to the current era of advanced, multi-functional devices, the smartphone industry has continually...

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22. Stress

In recent years, stress in America has escalated to unprecedented levels, driven by a confluence of social, economic, and environmental factors. This mounting stress has profound implications for the mental health of individuals and communities, as well as broader...

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23. China

“China is a sleeping giant. Let her sleep, for when she wakes, she will shake the world,” is often attributed, without evidence, to Napoleon Bonaparte. But whoever made this astute observation was prescient because it reverberates across the globe today in a very...

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24. Economy

As the dust from the COVID-19 pandemic settles, America finds itself at a crossroads. The economy is recovering strongly, with consumer spending rising, corporate earnings growing, and stock markets delivering record returns. Yet beneath all this positive news, an...

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29. Innovation

Innovation is at the top of everyone’s agenda these days. Yet despite its modern-age popularity, the term “innovate” dates back to 1548 when it first appeared in print.  It is derived from the Latin noun innovatus, meaning renewal or change, and which is the past...

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40. Yoga Culture

Propelled by life’s mounting stresses, a by-product of the Time Compression Ubertrend — the acceleration of life, the practice of yoga has exploded in the past 40 years. Yoga is now practiced by more than 200 million, according to the Hindustan Times (26-Jan-13)...

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67. (Business) Ethics Collapse

To use a storied cliché, it was a shot heard around the world. The murder of UnitedHealthcare CEO Brian Thompson has riveted the nation. Thompson was shot on Wednesday, Dec. 4, 2024, at approximately 6:40 a.m. outside the Midtown Hilton Hotel in New York as he was...

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79. Memory Loss

A sinister virus is rapidly spreading around the globe. The main symptom of this virus is short-term memory loss. The underlying causes, propelled by technology, are faster living, multitasking, and fewer demands on mental agility. Humanity is on a convergence path...

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83. Esports

Imagine a world where stadiums are packed not for traditional sports but for digital athletes competing in virtual arenas. This world is not a distant future, it's here now. Esports has emerged as a dynamic ecosystem contributing significantly to the global economy...

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127. Botox

In 1989, the U.S. Food and Drug Administration approved botulinum toxin for two rare eye muscle disorders in adults, blepharospasm (eye twitching) and strabismus (crossed eyes). The drug, then called Oculinum, was sold by a research scientist, Alan Scott, to Allergan...

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160. Facial Rejuvenation

Now that the Dow Jones and S&P 500 have set new records, it’s the perfect time to start planning the big comeback for the brand of “you.” Facial rejuvenation should be at the top of your list because nothing provides a higher return on investment. If eyes are the...

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