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Mark Penn and E. Kinney Zalesne

Microtrends

Plenty of people try to predict what 'The Next Big Thing' is likely to be. In Microtrends: The Small Forces Behind Today's Big Changes, Mark Penn and E. Kinney Zalesne take a different approach. They look at trends which are happening now, which involve a small proportion of the population, which nevertheless adds up to a considerable number of people.

The book has 75 sections, each describing one such trend. One is to do with sport - the most popular sports are shown to be losing ground to more minority interests such as archery. Sometimes problems are solved in several different ways, for instance a couple who have jobs far apart might go in for 'Extreme Commuting' or they may have two houses -although we also find that many couples have two houses - 'Live Apart Together' - in the same city. And you've heard that people's attention span is forever decreasing - so how come the length of bestselling novels is increasing.

It's fun to read about trends which go counter to you're intuitition, and other books might overemphasis the counterintuitive nature of such trends, but I think this book has a more serious point. Penn has spent many years spotting the small changes in society before they are noticed by others, and this book is an excellent resource to those people - politicians, parents and many others - who can benefit from such foresight.

Amazon.com info
Hardcover 448 pages  
ISBN: 1846140420
Salesrank: 15851205
Weight:1.81 lbs
Published: 2007 Twelve
Marketplace:New from $37.48:Used from $0.97
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Amazon.co.uk info
Hardcover 448 pages  
ISBN: 1846140420
Salesrank: 1727326
Weight:1.81 lbs
Published: 2007 Allen Lane
Marketplace:New from £8.98:Used from £0.01
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Amazon.ca info
Hardcover
ISBN: 1846140420
Salesrank:
Weight:1.81 lbs
Published: Twelve
Marketplace:New from CDN$ 35.28:Used from CDN$ 0.01
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Product Description
Mark Penn argues that the biggest trends in America are the Microtrends, the smaller trends that go unnoticed or ignored. One million people can create new market for a business, spark a social movement, or effect political change. In 1996, a microtrend identified by Penn ("soccer moms") was crucial in re-electing President Clinton. With years of experience as one of world's most highly regarded pollsters, Penn identifies the new microtrends sweeping the world:

SINGLE WOMEN BY CHOICE: Women aren't waiting for Mr. Right. They are raising children by themselves and buying their own homes.
SPLITTERS: A growing number of middle-class residents are shuttling between two homes, creating new communities and dynamics in the real estate market.
SUN HATERS: Environmentalists, skin cancer survivors, and parents concerned about the sun's impact on our health.
PHILO-SEMITES: A growing number of people want to date Jewish men and women.
CLASSICAL MUSIC DADS: Older men who are fathers in their 40's and 50's and taking on a larger role in the nurturing of their children and becoming an important factor in consumer culture for kids.
MICROTRENDS highlights everything from religion to politics, from leisure pursuits to relationships and will take the listener into the worlds of polling, targeting, and psychographic analysis, reaching tantalizing conclusions through engaging analysis. (2007)