Microtrends: The Small Forces Behind Tomorrow’s Big Changes Mark J. Penn with E. Kinney Zalesne Twelve Publishers ISBN: 0446580961 Non-Fiction, Business Reviewed by Mona Lisa Safai

Microtrends: The Small Forces Behind Tomorrow’s Big Changes written by Mark J. Penn with E. Kinney Zalesne is a compilation of 75 microtrends Penn claims to have discerned from various poll research.  He defines a microtrend as an intense identity group that makes up one percent or more of the population and is growing.  The book is an entertaining and enlightening read, each chapter observing various aspects of contemporary society. Penn gives insights into where he thinks society is and exactly what the trend may signify for the future.

Although, his premise is that 1 percent can have an important impact on society, he lacks substantive evidence to back up his claims. Still, the book is fascinating because while reading, one begins to look at his/her surroundings differently and begins notice the very trends he mentions. The one thing to consider, though, is how powerful the trends may last into the future, shaping society one way or another. His book offers readers a new way of thinking about the world.

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