Microtrends
Subtitle: the small forces behind tomorrow's big changes
By: Mark J. Penn ; with E. Kinney Zalesne
Contributors: Zalesne, E. Kinney
Edition: 1st ed.
Publisher: Twelve
Published: 2007
Place of publication: New York
Language: eng
Number of pages: 425
ISBN-13: 9780446580960
Subjects: Social aspects; Social influence; Social change; Population
Description: Pollster Mark Penn argues that the biggest trends in America are 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") helped re-elect Clinton. Now, Penn identifies the new microtrends sweeping the world, from Extreme Commuters and Working Retired to Old New Dads, from Bourgeois And Bankrupt to Uptown Tattooed. Highlighting everything from religion to politics, from leisure pursuits to relationships, this book will take the reader deep into the worlds of polling, targeting, and psychographic analysis.--From publisher description.
Notes: Includes bibliographical references (p. 371-409) and index.
Table of contents: title: Love, sex, and relationships; title: Work life; title: Race and religion; title: Health and wellness; title: Family life; title: Politics; title: Teens; title: Food, drink, and diet; title: Lifestyle; title: Money and class; title: Looks and fashion; title: Technology; title: Leisure and entertainment; title: Education; title: International; title: Conclusion.