In 1982, readers discovered Megatrends.
In 2000, The Tipping Point entered the lexicon.
Ten years later, Microtrends articulated a new way of understanding how we live. Only one percent of the public, or three million people, is enough to launch a business or social movement. Relying on some of the best data available, Microtrends identified more than 80 microtrends in work, leisure, politics, and family life that are changing the way we live.
"Unrelentingly fascinating...the perfect bible for a game of not-so-trivial pursuits concerning the hidden sociological truths of modern times." -- The New York Times
"The ideas in this book will help you see the world in a new way." -- Bill Clinton
"Riveting....imaginative....change in today's world is driven by small trends that are started below the radar." -- Financial Times
"Sound and cleverly written.... will undoubtedly appeal to marketing analysts and armchair sociologists, as well as fans of Megatrends and Malcolm Gladwell."
-- Kirkus Reviews
"Stuffed with smart, offbeat tidbits...Penn and E. Kinney Zalesne deserve credit for leavening their facts and figures with humor and pop-culture asides."
"Delightful and fast-paced.... A breezy, entertaining consideration of niche groups within America." -- Business Week
"If small is still the new big, then the biggest book of the moment is Microtrends...[it] sifts the sociological sands to come up with a fine-grained view of where we're headed." -- Information Week
"Read it for its dozens of social insights that could well be turned to profit."
-- The Economist
"Culture buffs, retailers and especially businesspeople for whom "small is the new big" will value this exercise in nano-sociology." -- Publishers Weekly
"The strength of the book lies in [the] analysis of the implications and opportunities of each microtrend." -- USA Today