Microtrends

Mark Penn, pollster extraordinaire, has just published his bestseller about future "micro" trends that reach 1% of the population and impact new trends; instead of following John Naismith's Megatrends, Penn's book talks about: people retiring but continuing to work, teens turning to knitting, geeks becoming mainstream, women driving technology. Penn coined the term "soccermom" in 1976 that was a significant source in electing Bill Clinton. Now he identifies lifestyle, technology, financial, health and wellness, work, educational, and dietary changes that will affect us the next 20 years. In all, over 100 microtrends are identified.