Microtrends

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]

Microtrends: The Small Forces Behind Tomorrow's Big Changes
Hardcover edition
AuthorMark Penn, Kinney Zalesne
CountryUnited States
LanguageEnglish
SubjectDemography, sociology
GenreNon-fiction
PublisherTwelve
Publication date
September 5, 2007
Media typePrint, e-book
Pages425 pp. (1st edition)
ISBN978-0446580960

Overview

The text focuses on subtle and nearly invisible trends in demography, sociology, business, family life, technologies, human interactions, and many other areas—that are currently shaping the potential future of 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 and Zalesne show 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 and Zalesne 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. Penn, Mark J.; Kinney Zalesne, E. (2007). Microtrends: The Small Forces Behind Tomorrow's Big Changes. ISBN 978-0446580960.
  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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