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

Kinney Zalesne E. Kinney Zalesne is an American writer, political strategist, and former business executive. She is a Senior Advisor to Harvard University's GETTING-Plurality Initiative, and a Deputy National Finance Chair of the Democratic National Committee. S ...

. 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'' is an American business-focused, international daily newspaper based in New York City, with international editions also available in Chinese and Japanese. The ''Journal'', along with its Asian editions, is published ...

'' 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