Thursday, 17 January 2008 19:00
I recently came across an article about a new book by Mark Penn, the man who coined the phrase “soccer mom.” In his book, Microtrends, Penn warns that small movements are about to change how we all think in a big way.
“So what’s a microtrend?” you might ask. According to Penn, it is a group of people who identify with each other in some way, and are finding that they are not only growing larger, but aren’t having their needs met by companies, policymakers, advertisers, and even sometimes their families and friends. And he predicts that as they continue to grow, they will change businesses, marketing, and society as a whole as we know it.