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In this innovative book, one of the most respected analysts in the world articulates a new way of understanding how we live. Mark Penn, the man who identified "Soccer Moms" as a crucial constituency in President Clinton's 1996 reelection campaign, is known for his ability to detect relatively small patterns of behavior in our culture-- microtrends that can wield influence on a global scale. Relying on some of the best data available, Penn identifies more than 70 microtrends in religion, leisure, politics, and family life that are changing our lives. Among them are:

People are retiring but continuing to work.

Teens are turning to knitting.

Geeks are becoming the most sociable people around.

Women are driving technology.

Dads are older than ever and spending more time with their kids than in the past.

Introduction

I. Love, Sex, and Relationships

　Sex-Ratio Singles

　Cougars

　Office Romancers

　Commuter Couples

　Internet Marrieds

II. Work Life

　Working Retired

　Extreme Commuters

　Stay-at-Home Workers

　Wordy Women

　Ardent Amazons

III. Race and Religion

　Stained Glass Ceiling Breakers

　Pro-Semites

　Interracial Families

　Protestant Hispanics

　Moderate Muslims

IV. Health and Wellness

　Sun-Haters

　30-Winkers

　Southpaws Unbound

　DIY Doctors

　Hard-of-Hearers

V. Family Life

　Old New Dads

　Pet Parents

　Pampering Parents

　Late-Breaking Gays

　Dutiful Sons

Vl. Politics

　Impressionable Elites

　Swing Is Still King

　Militant Illegals

　Christian Zionists

　Newly Released Ex-Cons

VII. Teens

　The Mildly Disordered

　Young Knitters

　Black Teen Idols

　High School Moguls

　Aspiring Snipers

Vtll. Food, Drink, and Diet

　Vegan Children

　A Disproportionate Burden

　Starving for Life

　Caffeine Crazies

IX. Lifesttjle

　Long Attention Spanners

　Neglected Dads

　Native Languase Speakers

　Unisexuals

X. Moneg and Class

　Second-Home Buyers

　Modern Mary Poppinses

　Shg Millionaires

　……

XI. Looks and Fashion

XII. Technology

XIII. Leisure and Entertainment

XIV. Education

XIV.International

Conclusion

Acknowledgments

Sources

Index

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书籍介绍

"The ideas in his book will help you see the world in a new way." -Bill Clinton

"Mark Penn has a keen mind and a fascinating sense of what makes America tick, and you see it on every page of Microtrends ."

-Bill Gates

In 1982, readers discovered Megatrends .

In 2000, The Tipping Point entered the lexicon.

Now, in Microtrends , one of the most respected and sought-after analysts in the world articulates a new way of understanding how we live.

Mark Penn, the man who identified "Soccer Moms" as a crucial constituency in President Clinton's 1996 reelection campaign, is known for his ability to detect relatively small patterns of behavior in our culture-microtrends that are wielding great influence on business, politics, and our personal lives. 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, Penn identifies more than 70 microtrends in religion, leisure, politics, and family life that are changing the way we live. Among them:

People are retiring but continuing to work.

Teens are turning to knitting.

Geeks are becoming the most sociable people around.

Women are driving technology.

Dads are older than ever and spending more time with their kids than in the past. You have to look at and interpret data to know what's going on, and that conventional wisdom is almost always wrong and outdated. The nation is no longer a melting pot. We are a collection of communities with many individual tastes and lifestyles. Those who recognize these emerging groups will prosper.

Penn shows readers how to identify the microtrends that can transform a business enterprise, tip an election, spark a movement, or change your life. In today's world, small groups can have the biggest impact.