In this innovative book, one of the most respected analysts in the world articulates a new way of understanding how we live. Mark Penn, the man who identified "Soccer Moms" as a crucial constituency in President Clinton’s 1996 reelection campaign, is known for his ability to detect relatively small patterns of behavior in our culture-- microtrends that can wield influence on a global scale...

In this innovative book, one of the most respected analysts in the world articulates a new way of understanding how we live. Mark Penn, the man who identified "Soccer Moms" as a crucial constituency in President Clinton’s 1996 reelection campaign, is known for his ability to detect relatively small patterns of behavior in our culture-- microtrends that can wield influence on a global scale. Relying on some of the best data available, Penn identifies more than 70 microtrends in religion, leisure, politics, and family life that are changing our lives. Among them are:

·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.

Introduction

Ⅰ. Love, Sex, and Relationships

  Sex-Ratio Singles

  Cougars

  Office Romancers

  Commuter Couples

  Internet Marrieds

Ⅱ. Work Life

  Working Retired

  Extreme Commuters

  Stay-at-Home Workers

  Wordy Women

  Ardent Amazons

Ⅲ. Race and Religion

  Stained Glass Ceiling Breakers

  Pro-Semites

  Interracial Families

  Protestant Hispanics

  Moderate Muslims

Ⅳ. Health and Wellness

  Sun-Haters

  30-Winkers

  Southpaws Unbound

  OIY Doctors

  Hard-of-Hearers

Ⅴ. Family Life

  Old New Dads

  Pet Parents

  Pampering Parents

  Late-Breaking Gays

  Dutiful Sons

Ⅵ. Politics

  Impressionable Elites

  Swing Is Still King

  Militant Illegals

  Christian Zionists

  Newly Released Ex-Cons

Ⅶ. Teens

  The Mildly Disordered

  Young Knitters

  Black Teen Idols

  High School Moguls

  Aspiring Snipers

Ⅷ. Food, Drink, and Diet

  Vegan Children

  A Disproportionate Burden

  Starving for Life

  Caffeine Crazies

Ⅸ Lifestyle

  Long Attention Spanners

  Neglected Dads

  Native Language Speakers

  Unisexuals

Ⅹ. Money and Class

  Second-Home Buyers

  Modern Mary Poppinses

  Shy Millionaires

  Bourgeois and Bankrupt

  Non-Profiteers

Ⅺ. Looks and Fashion

  Uptown Tattooed

  Snowed-Under Slobs

  Surgery Lovers

  Powerful Petites

Ⅻ. Technology

  Social Geeks

  New Luddites

  Tech Fatales

  Car-Buying Soccer Morns

ⅩⅢ. Leisure and Entertainment

  Archery Morns?

  XXX Men

  Video Game Grown-ups

  Neo-Classicals

ⅩⅣ. Education

  Smart Child Left Behind

  America’s Home-Schooled

  College Dropouts

  Numbers Junkies

ⅩⅤ. International

  Mini-Churched

  International Home-Buyers

  LAT Couples [U.K.]

  Mammonis [Italy]

  Eurostars

  Vietnamese Entrepreneurs

  French Teetotalers

  Chinese Picassos

  Russian Swings

  Indian Women Rising

  Educated Terrorists

Conclusion

Acknowledgments

Sources

Index