Microtrends

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 the world's most highly regarded pollsters, Penn identifies new microtrends sweeping the country, such as single women raising children alone, middle-class residents shuttling between two homes, and a growing interest in dating Jewish men and women. The book explores these trends across various aspects of society, including religion, politics, leisure, and relationships, providing engaging analysis through polling, targeting, and psychographic analysis.