Microtrends: The small forces behind today's big changes - Mark J. Penn with E. Kinney Zalesne

Why the most important trends in the world today are the smallest ones. 

In Microtrends, Mark Penn, an expert with over thirty years' experience in finding and motivating niche groups, reveals the true trends in our society today, uncovering what's really popular (which is not what we might think is popular). In every case, the ideas shaping our world are relatively unseen - under-the-radar forces that can involve as little as one per cent of the population, yet their impact on society is huge. Aspiring Snipers, Newly Released Ex-Cons, Shy Millionaires and Neglected Dads... these are just some of the new trends named here for the  first time.

People have never been more sophisticated, more individualistic, or more knowledgeable about the choices they make in their daily lives, yet little is done to find the logical patterns that underlie our choices. Microtrends pierces remarkably stubborn conventional thinking to find the counterintuitive trends that represent a portrait of society in the twenty-first century.

This groundbreaking book about the way people think and how they can act explains where these movements have come from and their impact on how we live, how we vote, what we buy and what we want. Showing us how to become better trend spotters ourselves. it is invaluable for understanding our society better - for business, politics and individuals