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From "Soccer Moms," the legendary swing voters of the mid-1990s, to "Late-Breaking Gays" such as former Gov. Games McGreevey (out at age 47), Burson-Marsteller CEO (and campaign adviser to Sen. Hillary Clinton) Penn delves into the ever-splintering societal subsets with which Americans are increasingly identifying, and what they mean. For instance, because of "Extreme Commuters," people who travel more than 90 minutes each way to work, carmakers must come up with ever more luxury seat features, and "fast food restaurants are coming out with whole meals that fit in cup holders." In a chapter titled "Archery Moms?", Penn reports on the "Niching of Sports": much to the consternation of Major League Baseball, "we don't like sports less, we just like little sports more." The net result of all this "niching" is "greater individual satisfaction"; as Penn notes, "not one of the fastest-growing sports in America... depends substantially on teamwork." Penn draws similar lessons in areas of business, culture, technology, diet, politics and education (among other areas), reporting on 70 groups ("Impressionable Elites," "Caffeine Crazies," "Neglected Dads," "Unisexuals," "America's Home-Schooled") while remaining energetic and entertaining throughout. Culture buffs, retailers and especially businesspeople for whom "small is the new big" will value this exercise in nano-sociology.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to an out of print or unavailable edition of this title.
"Mark Penn is more than a high-powered Democratic pollster: his data helped transform the
"Mark Penn has a keen mind, and a fascinating sense of what makes America and the world tick, and you see it on every page of Microtrends."―Bill Gates
"Unrelentingly fascinating . . . 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 . . . Microtrends is the perfect bible for a game of not-so-trivial pursuits concerning the hidden sociological truths of modern times."
―The New York Times
"A trivia-lover's dream...Penn adroitly manages to convey the relevance of such minutiae to the world at large."
"Mark Penn has a remarkable gift for detecting patterns and identifying trends. The ideas in his book will help you see the world in a new way."―Bill Clinton
What social forces will have major impact in the next ten years? More than likely, whatever they are, there are already signs that they are at work changing our world. Read morePublished 4 months ago by Kevin Browne
It's a really interesting book, but Penn did get a few things wrong. History buffs will get a kick out of trying to figure out how right or wrong he was in each chapter.Published 10 months ago by Jillian St Andre
This book didn't charm me, I needed more facts then the author's crystal ball. Maybe the next version will be better.
very good book, clean condition like a brand new. very informative contents and authors clear view points. highly recommended to my friendsPublished 20 months ago by peter lee
I think this author has concentrated on too many spreadsheets and not got out and familiarized himself with a true broad spectrum of how people really live. Read morePublished on March 29, 2013 by Sally Goodin
"Many of the biggest movements in America today are small--generally hidden from all but the most careful observe. Read morePublished on January 14, 2013 by Marc Comtois