In
1982, readers discovered Megatrends. In 2000, The Tipping Point entered the
lexicon.
Now, in MICROTRENDS, one of the most respected and sought-after analysts in
the world articulates a new way of understanding how we live.
Mark Penn, the man who identified "Soccer Moms" as a crucial constituency in
President Clinton's 1996 reelection campaign, is known for his ability to detect
relatively small patterns of behavior in our culture-microtrends that are
wielding great influence on business, politics, and our personal lives. Only one
percent of the public, or three million people, is enough to launch a business
or social movement.
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I
Relying on some of the best data available, Penn identifies more than 70
microtrends in religion, leisure, politics, and family life that are changing
the way we live. Among them:
- People are retiring but continuing to work.
- Teens are turning to knitting.
- Geeks are becoming the most sociable people around.
- Women are driving technology.
- Dads are older than ever and spending more time with their kids than in
the past.
You have to look at and interpret data to know what's going on, and that
conventional wisdom is almost always wrong and outdated. The nation is no longer
a melting pot. We are a collection of communities with many individual tastes
and lifestyles. Those who recognize these emerging groups will prosper.
Penn shows readers how to identify the microtrends that can transform a
business enterprise, tip an election, spark a movement, or change your life. In
today's world, small groups can have the biggest impact.
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