Microtrends

Microtrends: The Small Forces Behind Tomorrow's Big Changes

Hardcover edition
Author Mark Penn, Kinney Zalesne
Country United States
Language English
Subject Demography, sociology
Genre Non-fiction
Publisher Twelve
Publication date
 September 5, 2007
Media type Print, e-book
Pages 425 pp. (1st edition)
ISBN 978-0446580960

Microtrends: The Small Forces Behind Tomorrow's Big Changes is a non-fiction book by Mark Penn and Kinney Zalesne. The text was initially published by Twelve on September 5, 2007.[1] Mark Penn has been named the winner of the Consumer Insights category in the 2010 Atticus Awards for this book.[2][3]

Overview

The text focuses on subtle and invisible trends in demography, sociology, business, family life, technologies, human interactions, and many other areas—that are currently shaping the potential future the world and society. Overall, the authors try to categorize approximately 75 microtrends (hence the name of the book) seen in the modern world.

WSJ column

The book examines how small groups of people can trigger big changes. Specifically, Penn shows how a mere one percent of the American public, or 3 million people, can create a "microtrend" capable of launching a major business or even a new cultural movement, changing commercial, political and social landscapes.[4] From December 2008 to December 2009, Penn authored a regular online column for the Wall Street Journal called "Microtrends", focusing on demographic trends in society and business. Microtrends appeared regularly in the Media & Marketing section of the Wall Street Journal.[5]

Reception

“Microtrends” is a diligently researched tome chock-full of counterintuitive facts and findings that may radically alter the way you see the present, the future, and your places in both. The book’s 15 main chapters group microtrends in virtually every area of life, like “Love, Sex, and Relationships,” “Politics,” “Technology,” “Education,” “Food, Drink & Diet” and “Looks and Fashion.” ... “Microtrends” is the perfect bible for a game of not-so-trivial pursuits concerning the hidden sociological truths of modern times.

—Review by The New York Times[6]

References

  1. ↑ "Microtrends: The Small Forces Behind Tomorrow's Big Changes". amazon.com. Retrieved 2015-05-08.
  2. ↑ "Chief Strategy Officer, Microsoft Former CEO, Burson-Marsteller". leighbureaultd.com. Retrieved 2015-05-08.
  3. ↑ "Mark Penn's Microtrends: The Small Forces Behind Tomorrow's Big Changes wins WPP Atticus Award". burson-marsteller.com. Retrieved 2015-05-08.
  4. ↑ Microtrends. Penguin Press.
  5. ↑ "Mark Penn to Author "Microtrends" Column for wsj.com" (PDF). Wall Street Journal. December 11, 2008.
  6. ↑ HURT III, HARRY (September 16, 2007). "Why There's Strength in Small Numbers". nytimes.com. Retrieved 2015-05-08.
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