''Microtrends: The Small Forces Behind Tomorrow's Big Changes'' is a non-fiction book by

Mark Penn Mark may refer to: In the Bible * Mark the Evangelist (5–68), traditionally ascribed author of the Gospel of Mark * Gospel of Mark, one of the four canonical gospels and one of the three synoptic gospels Currencies * Mark (currency), a currenc ...

and Kinney Zalesne. The text was initially published by Twelve on September 5, 2007. Mark Penn has been named the winner of the Consumer Insights category in the 2010 Atticus Awards for this book.

Overview

The text focuses on subtle and nearly invisible trends in demography, sociology, business, family life, technologies, human interactions, and many other areas—that are currently shaping the potential future of 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 and Zalesne show 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 and Zalesne authored a regular online column for the ''

Wall Street Journal ''The Wall Street Journal'' (''WSJ''), also referred to simply as the ''Journal,'' is an American newspaper based in New York City. The newspaper provides extensive coverage of news, especially business and finance. It operates on a subscriptio ...

'' called "Microtrends", focusing on demographic trends in society and business. ''Microtrends'' appeared regularly in the Media & Marketing section of the ''Wall Street Journal''.

Reception

—Review by ''The New York Times''

References

{{Reflist

External links

Official website
Business books 2007 non-fiction books Sociology books Popular science books