Microtrends

The Small Forces Behind Tomorrow's Big Changes
By Mark Penn, E. Kinney Zalesne (Trade Paperback, 2009)
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, Mark Penn identifies the new microtrends sweeping the world:
*Single women by choice: More often than ever before, they 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 impact the sun is having 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.

Penn highlights everything from religion to politics, from leisure pursuits to relationships. MICROTRENDS will take the reader deep into the worlds of polling, targeting, and psychographic analysis, reaching tantalizing conclusions through engaging analysis.

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, Mark Penn identifies the new microtrends sweeping the world:
*Single women by choice: More often than ever before, they 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 impact the sun is having 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.

Penn highlights everything from religion to politics, from leisure pursuits to relationships. MICROTRENDS will take the reader deep into the worlds of polling, targeting, and psychographic analysis, reaching tantalizing conclusions through engaging analysis.

Dubbed "the most powerful man in Washington you've never heard of" by the Washington Post, Mark J. Penn is the worldwide CEO of Burson-Marsteller. He was pollster to President Clinton in his successful 1996 re-election campaign, and is adviser to Senator Hillary Rodham Clinton, Microsoft Chairman Bill Gates, numerous corporations, and 25 foreign heads of state.
E. Kinney Zalesne has served as a White House Fellow, Counsel to U.S. Attorney General Janet Reno, and Executive Vice President and President of two national social-change organizations.
website: http://www.microtrending.com/
  • "Mark Penn is more than a high-powered Democratic pollster: his data helped transform the Clinton presidency...." (The New York Times Magazine).

  • "Mark Penn has a keen mind, and a fascinating sense of what makes America and the world tick, and you see it on every page of Microtrends." (Bill Gates).

  • "Penn does more than spot trends, he also shows how responding to them can make or break companies and campaigns alike."
    (Newsweek).

  • "Unrelentingly fascinating . . . 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 . . . Microtrends is the perfect bible for a game of not-so-trivial pursuits concerning the hidden sociological truths of modern times."
    (The New York Times).

  • "A trivia-lover's dream...Penn adroitly manages to convey the relevance of such minutiae to the world at large."
    (USA Today).

  • "Mark Penn has a remarkable gift for detecting patterns and identifying trends. The ideas in his book will help you see the world in a new way." (Bill Clinton).

  • (Library Journal).

Product Details

Microtrends
  • Publisher: Grand Central Publishing
  • Price: $14.99 US/$16.99 CAN
  • Pages: 480
  • Physical Dimensions: 6" x 9"
  • Audio Run Time: 0
  • ISBN-13: 9780446699761
  • On Sale Date: 06/15/2009
Microtrends