Microtrends: The Small Forces Behind Tomorrow's Big Changes

Mark Penn, the man who identified "Soccer Moms" as a crucial constituency in President Clinton's 1996 reelection campaign, is known for his ability to detect relatively small patterns of behavior in our culture--microtrends that are wielding great influence on business, politics, and our personal lives. Only one percent of the public, or three million people, is enough to launch a business or social movement. In Microtrends, Penn identifies more than 70 microtrends in religion, leisure, politics, and family life that are changing the way we live.