The trend goes towards deeper meanings and bigger impacts. 
As the design discipline gets better at the basics of understanding and enabling behavior, it moves towards creating meaningful impacts by influencing behavior. But this influence must be built on top of successes in the more basic elements of UX such as good research and seamless usability.
Why Persuasive Design Should Be Your Next Skill Set

The trend goes towards deeper meanings and bigger impacts. 

As the design discipline gets better at the basics of understanding and enabling behavior, it moves towards creating meaningful impacts by influencing behavior. But this influence must be built on top of successes in the more basic elements of UX such as good research and seamless usability.

Why Persuasive Design Should Be Your Next Skill Set

Must-read article on people’s limitations, the mistakes they do and about their social needs. All so important.