The world is constantly changing and future scenarios need to change with it as its happening. Microtrends: The Small Forces Behind Tomorrow’s Big Changes, 2007 by Mark Penn, is a great source to some of the insights that we need.
The book captures the smaller trends that go unnoticed or even ignored. It highlights areas such as everyday life, leisure, relationships, and politics. Learn about new trends in dating, so-called extreme commuters, old new dads and lots of other insights into human complexity and variety. The book is based on statistic analysis but Penn really understands to bring all the numbers to live.
Bill Gates, Tony Blair and President Clinton are among those who have listened carefully to Mark Penn. He played a big part in Bill Clinton’s election campaign inventing the term “Soccer Moms” covering the group of middleclass women living a domestic life, picking up their kids from soccer with basic concerns regarding their kids’ future, education, safety etc. Addressing these concerns convinced this group to vote for Clinton.
A microtrend can be defined as a small but growing group of people who share an intense choice or preference. One percent of the nation, or 3 million people in the US, can create new markets for a business, spark a social movement, or produce political change. The equivalent in Denmark would be approximately 55.000 people still a size that could be interesting both from a socioeconomic, political and marketing perspective.