Mark J. Penn, the man who identified "soccer moms" as a crucial constituency in President Clinton's 1996 re-election campaign, is known for his ability to detect relatively small patterns of behavior in our culture that are wielding large influence on business, politics, and our personal lives. Only one percent of the public, or three million people, can create a microtrend capable of launching a business or a social movement.
Relying on some of the best polling data available, Penn identifies more than 70 microtrends in religion, leisure, politics, and business that are changing our lives. Among them are: single women choosing to buy their own homes; the triumph of individual sports over team sports; the growing influence of Protestant Latinos; extreme commuters; Philo-Semites; and Classical Music Dads, older fathers who are spending more and more money on their children.
Penn shows readers how to identify the microtrends that can transform a business enterprise or spark a movement. His book makes a convincing case that small groups can have a big impact.
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