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Archive for the ‘Book Reviews’ Category

We’ve recently purchased for the library Microtrends:  The Small Forces Behind Tomorrow’s Big Changes, a book that I had heard some buzz about from magazines and friends.  Like a good librarian, I started reading it the moment we had it delivered (a quick aside:  most librarians enter the profession because they get first crack at the books in the library).  I certainly wasn’t disappointed that we’ve added it to our collection, and believe that there are some of you–if not many–who would enjoy it.

Microtrends was written by Mark J. Penn, a highly regarded pollster, current chief adviser to Hillary Clinton’s presidential campaign, and CEO of the PR firm Burson-Marsteller.  A quick synopsis of Mark’s theory is that it only takes 1% of the population to make an impact on the society at large.  For the United States, the 1% would equal only 3 million people.  Once 3 million people begin effecting a change, a microtrend is born.  Mark presents 75 microtrends, most of them in American society but some also on the international level that are just fascinating reading.  Examples of microtrends are the “Arden Amazons,” women who work in professions that are physically strenuous; “Old New Dads,” the men who are having children in their late 40’s; and “Working Retired,” the employees who would have been retired but, for one reason or another, are still plugging away at their job.  Each microtrend is supported with statistics and features the larger societal implications of this demographic.  For example, the increase of working retired may lead to an increase in traffic accidents, since the largest percentage of accidents are caused by people that age.  So what does that mean for your commute, when you’re on the road with an ever-increasing number of people who are likely to cause accidents?

For those marketing students out there, and for anyone looking for an idea for a new business, I would highly suggest giving this book a look, or checking out the Microtrends website where you can read the introduction for free.  Each microtrend is only 4 or 5 pages in length, and the book is well organized so it’s easy to find the area that interests you.  But you don’t have to take my word for it . . . .

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