Microtrends: The Small Forces Behind Tomorrow's Big Changes

Info for the future

the author has given a peek at the future. i understand why some things are changing in our world

Microtrends

Leaders and Managers value this type of information. We hold it up to our particular careers and goals, with the objective of successful planning for the near future. We need to encourage this type of research. It can affect many different fields of endeavor. I also value this information because it clarifies what younger generation is facing and how it is changing the foundations of society.

Study of emerging social trends

This book is useful, entertaining and, at times, a little strange. These qualities all arise from its core premise. Mark. J. Penn and E. Kinney Zalesne set out to reveal dozens of "microtrends" they say are reshaping U.S. and global society. They group these contained trends by topical clusters (work, health, etc.), and argue that Americans' freedom of choice is allowing social fragmentation into more distinct niches. The result is snapshot after snapshot of 70 or more niche groups. The book provides just a few pages on each one. If you're familiar with a trend or, conversely, find it too quirky ("Young Knitters"), these few pages may seem long. If you haven't encountered some of these trends, the entries will seem tantalizingly short. No matter what your niche, Penn and Zalesne will surprise you at some point, and their explanations of the forces shaping society are detailed and often quite original. As a result, getAbstract recommends their book to all marketers, especially those seeking niche audiences, and to everyone whose business requires planning for social change.

Small Changes Drive Future Business

This book provides information about below-the-radar societal trends that can help the savvy business person identify future business opportunities.The information is clear, succinct, and intellectually curious. The statistical data mentioned in each section provides the business strategist with enough information to quickly assess areas that might be ripe for further exploration. I enjoyed this book and recommend it for anyone who considers themselves an entrepreneur or innovator. This book is also a recommended read for anyone interested in understanding societal trends, in general. The details shared have helped me to better understand how our American culture is quietly changing and why.

Fun Facts to make you sound start

¿As of 2005, 57 % of news analysts, reporters, and correspondents were women¿. In public relations, women make up something like 70% of the field¿ Since 1970, the number of women lawyers in America has grown 2900%¿ ¿According to a 2006 employee survey by Vault, nearly 60% of employees in America have been involved in an office romance.¿ ¿55% of parents say they are strict.¿ However, other parents are not. ¿91% say that most parents today are too easy on their kids.¿ ¿As of 2006, more than 30 million Americans - or nearly 1 in 4 adults- have tattoos.¿ What does all of it mean? That¿s what this asks the reader. There are 75 microtrends (small forces behind tomorrow¿s big changes) explored in this book from Cougars to Vegan Children and the rise of left-handed people. This is a fascinating exploration of what little things, happening now, may mean in the future. While the author does not attempt to be a futurist, he does offer some questions that can be posed. From the very first chapter on Sex-Ratio Singles, where he offers statistics on the rise in single women in a society where more boys are born than girls and marries them with statistics on more homosexual men then women and poses this: ¿Historians have well documented that ta society with too many unattached men leads to war. Will a society with too many unattached women lead to peace?¿ This book is full of status and figures and is not meant to be read from cover to cover but more as a reference book. Each section and trend stands on its own so you are free to ignore the Social Geeks trend or the entire Technology section if it doesn¿t interest you. It is a hearty book and not for anyone who is looking for prose or in depth explinations of the why and it does not offer conclusions as to the potential impacts of these trends. Anyone who is interested in the world he or she lives in should peruse this book.

A reviewer

Many of the trends discussed are quite interesting, and are great for dinner time/trivia conversations. Some trends, if accurate--such as the baby boomers continuing to work well past age 65--and indirectly solving the Social Security funding shortfall, could have a huge impact! What I perceive would bump this book up to a five-star rating would be to cut back on the number of microtrends discussed, and provide more interpretive guidance on how one could potentially benefit from such developments.

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