Microtrends: The Small Forces Behind Tomorrow's Big Changes (Book)

Microtrends: The Small Forces Behind Tomorrow's Big Changes is a book co-authored by Mark Penn, the CEO of the PR firm Burson-Marsteller and E. Kinney Zalesne, former Counsel to U.S. Attorney General Janet Reno.

The promotional material on the book claims that "relying on some of the best data available, Penn identifies more than 70 microtrends in religion, leisure, politics, and family life that are changing the way we live. Among them:
 * People are retiring but continuing to work.
 * Teens are turning to knitting.
 * Geeks are becoming the most sociable people around.
 * Women are driving technology.
 * Dads are older than ever and spending more time with their kids than in the past."

Book Details

 * Microtrends: The Small Forces Behind Tomorrow's Big Changes, Twelve, September 2007. ISBN 0446580961