Microtrends

Overview

The text focuses on subtle and invisible trends in demography, sociology, business, family life, technologies, human interactions, and many other areas—that are currently shaping the potential future 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 shows 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. From December 2008 to December 2009, Penn 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.

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