Microtrends Squared: The New Small Forces Driving Today's Big Disruptions

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Simon and Schuster, 20 mar 2018 - 432
Ten years after his New York Times bestselling book Microtrends, Mark Penn identifies the next wave of trends reshaping the future of business, politics, and culture.

Mark Penn has boldly argued that the future is not shaped by society’s broad forces, but by quiet changes within narrow slices of the population. Ten years ago, he showed how the behavior of one small group can exert an outsized influence over the whole of America with his bestselling Microtrends, which highlighted dozens of tiny, counterintuitive trends that have since come to fruition, from the explosion of internet dating to the recent split within the Republican Party. Today, the world is in perplexing upheaval, and microtrends are more influential than ever. In this environment, Penn offers a necessary perspective.

Microtrends Squared makes sense of what is happening in the world today. Through fifty new microtrends, Penn illuminates the shifts that are coming in the next decade. He pinpoints the unseen hand behind new power relationships that have emerged—as fringe voters and reactionary politics have found their revival, as online influencers overshadow traditional media, and as the gig economy continues to invade new swathes of industry. He speaks to the next wave of developments coming in technology, social movements, and even dating.

Offering a clear vision of the future of business, politics, and culture, Microtrends Squared is a must-read for innovators and entrepreneurs, political and business leaders, and for every curious reader looking to understand the wave of the future when it is just a ripple.
 

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Spis treści

Foreword
1
The Building Blocks of Change Today
5
LOVE AND RELATIONSHIPS
29
SecondFiddle Husbands
31
Never Married
39
Open Marriages
46
Graying Bachelors
51
ThirdTime Winners
57
Private Plane Party Crashers
173
Social Millionaires
178
LIFESTYLE
183
Single with Pet
185
Roomies for Life
190
Footloose and FancyFree
195
Nerds with Money
200
Uptown Stoners
208

Having It Both Ways
62
Internet Marrieds Revisited
67
Independent Marrieds
73
HEALTH AND DIET
79
ProProteiners
81
Guys Left Behind
88
Nonagenarians
96
Kids on Meds
102
The Speed Eaters
109
Wellness Freaks
114
Cancer Survivors
120
TECHNOLOGY
127
The New Addicts
129
Digital Tailors
134
TechnologyAdvanced People
140
Droning On
145
NoPCers
151
Unemployed Language Teachers
156
Bots with Benefits
161
New Luddites Updated
166
Intelligent TV
212
Korean Beauty
218
Modern Annie Oakleys
224
Armchair Preppers
230
POLITICS
235
Old Economy Voters
237
Happy Pessimists
242
Closet Conservatives
249
Impressionable Elites Revisited
254
Militant Dreamers Revisited
260
Newest Americans
266
Couch Potato Voters
273
WORK AND BUSINESS
281
SelfData Lovers
283
Bikers to Work
289
Virtual Entrepreneurs
295
Microcapitalists
301
The Fakesters
307
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Informacje o autorze (2018)

Mark Penn has spent over forty years in polling, marketing, advertising, and strategy at the highest levels of business and politics. As a leading pollster, he was chief strategist in the presidential campaigns of Bill and Hillary Clinton and is credited with identifying the influential “soccer moms” trend. He has advised Bill Gates and Tony Blair, among other world leaders, as well as companies from Ford to Verizon to Merck to McDonald’s. Today he is Chairman of the Harris Poll and Managing Partner of the Stagwell Group, a collection of digital marketing firms. He is the author of the New York Times bestselling book Microtrends and has written for The Wall Street Journal, Politico, and other publications.

Meredith Fineman is the founder of FinePoint, a PR firm turned leadership company that elevates individuals, with a focus on women in positions of power. She is also a freelance writer of twelve years, with bylines in Harvard Business Review, Forbes, Inc., Entrepreneur, Elle, Marie Claire, Fast Company, and more.

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