Description
Microtrends: The Small Forces Behind Today’s Big Changes by Mark J. Penn and E. Kinney Zalesne explores the hidden social trends that are quietly reshaping modern life, business and politics.
Drawing on extensive research and data analysis, the authors argue that many of the most significant changes in society begin with surprisingly small groups of people. From consumer behaviour and technology to politics, religion and lifestyle choices, they uncover dozens of emerging trends that challenge conventional wisdom and reveal how seemingly minor shifts can have far-reaching consequences for markets, culture and public policy.
Insightful and thought-provoking, Microtrends is an essential read for business leaders, marketers, policymakers and anyone interested in understanding the forces driving change in the twenty-first century.
