Microtrends

In "Microtrends," Mark J. Penn presents a concept that allows the reader to see modern life from a new perspective. Based on the idea that small segments of the population can determine the success of companies, political campaigns, and social movements, he defines a microtrend—a behavioral pattern of a group with a strong identity, which is growing and has desires and aspirations unmet by the institutions that influence daily life. Drawing on concrete data from various studies, the author explains how 75 small behavioral changes are silently determining the cultural transformations currently underway. Penn argues that it is necessary to analyze and interpret all this information to understand what has changed in conventional culture. He shows the reader how to identify microtrends and how they can transform a company, influence an election, or spark a movement, leading to innovations in society.