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.
24. Economy
The U.S. economy is growing, yet rising debt, inflation and wealth inequality cast shadows over its long-term stability and the American Dream’s future....
17. Real Estate
High interest rates and low home inventory make owning a home unaffordable. Zoning laws and rising insurance costs due to climate change add to the challenges....
23. China
China has risen through rapid growth, global influence, and authoritarian control. Yet, Beijing faces scrutiny over its sea disputes and human rights abuses....
22. Stress
Rising stress, fueled by social media, political divides, economic woes, COVID and climate change, is fueling a mental health crisis and increasing crime rates....
29. Innovation
Innovation has become a top management strategy at companies worldwide, yet a concrete payoff of the massive injection of innovation remains noticeably scant....
03. Work From Home (WFH)
The rise of WFH post-COVID has reshaped work, sparking work tensions, popularizing Zoom, and driving trends like hybrid work and the digital nomad lifestyle....
06. YouTube
YouTube’s rise, from rapid growth and acquisition to driving the creator economy and viral trends, has gained global appeal and a unique niche in video content....
04. Instagram
Instagram’s rapid rise and Facebook acquisition lets it shape influencer outreach and propel viral trends using its strong appeal among artists and celebrities....
05. Transparency
Visibility, driven by billions of cameras and technologies like blockchain, affects everything from crime to architecture, ushering in a more transparent world....
08. Twitter
Twitter has gone from revolutionizing the social dialog and breaking news to a contentious slide under Elon Musk due to increased hate speech and divisiveness....
09. Social Media
Social media reshapes dialog with algorithms, targeted ads, and trends like influencer culture, but also raises concerns about divisiveness and misinformation....
10. Electronic Payments
Electronic payments are growing rapidly, driven by advance\s as mobile wallets and biometrics. Market leaders like Stripe facilitate secure, fast transactions....
14. E-books
The U.S. e-book market thrives with 20% of book sales in 2023, driven by platforms like Kindle and Apple Books. E-book readership nearly doubled in 10 years....
15. Covid
COVID-19 reshaped work habits, sparked resistance to health measures, and caused high death rates. The ongoing threat of new variants and H5N1 looms in 2024....
16. TikTok
TikTok’s short videos and smart algorithm skyrocketed its popularity, but data privacy concerns and potential Chinese surveillance have led to government scrutiny and bans....
18. Amazon (Retail Apocalypse)
Since 2007, over 75,000 North American retail stores have closed, driven by the “Amazon Factor” and the shift from brick-and-mortar to online shopping, reshaping the retail landscape....
19. Memes
Memes, now rooted in culture, have evolved from simple emoticons to viral videos and GIFs, reshaping humor, social commentary, and marketing in the digital age....
20. Streaming
Driven by dissatisfaction with high cable costs and cable-cutting, streaming services thrive with Netflix leading and offering flexible, affordable options....
21. Smartphones (Screensucking)
Smartphones have transformed technology and reshaped social interaction, and continue to evolve rapidly due to innovative designs like foldable phones and AI....
13. Smart Home
Smart devices that communicate with each other and users have ignited the smart home market, offering owners convenience, control and security....
02. Facebook
Facebook has played a significant role in shaping the modern social media landscape and has pioneered a targeted advertising business model that effectively monetizes its platform....
12. iPhone
The iPhone has transformed social communication worldwide and revolutionized the mobile phone industry with a continuous stream of innovations....
11. Electronic Banking
Electronic banking offers unparalleled convenience and 24/7 access and has experienced explosive growth since 2017, further boosted by the Covid-19 pandemic....
07. #MeToo
#MeToo has triggered an outcry for justice on behalf of sexually harassed women while drawing attention to a host of men accused of sexual misconduct....
83. Esports
Imagine a world where stadiums are packed not for traditional sports but for digital athletes competing in virtual arenas. It’s not a pipe dream; it’s here now....
01. Privacy
Privacy is the No. 1 trend due to widespread concern about data breaches, which have reached 26 billion records. Everyone now worries about their personal data....
Time Compression
The Time Compression Ubertrend — the acceleration of life — is being propelled by technologies that help people achieve tasks more quickly. This Ubertrend has created a society with an insatiable appetite for instant gratification, reflected in...
Casual Living
The Casual Living Ubertrend — the evaporation of decorum — has led to a dramatically less formal society, eroding traditional norms of propriety in the process. This shift, triggered by the anonymous culture prevalent on the internet and in...
WAF
The Woman’s Acceptance Factor (WAF) Ubertrend propels society towards a female-centric paradigm. This shift is being fueled by an increasing number of educated women, female entrepreneurs, and politicians whose social media influence is...
Voyeurgasm
The 1991 Rodney King beating marked a turning point for the Voyeurgasm Ubertrend, signaling a future where almost every moment could be digitally recorded. Enabled by billions of smartphones, digital cameras, video and surveillance gear,...