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Extended Audio Sample Microtrends: The Small Forces Behind Tomorrows Big Changes, by E. Kinney Zalesne, Mark Penn Click for printable size audiobook cover
3 out of 53 out of 53 out of 53 out of 53 out of 5 3.00 (1,310 ratings) (rate this audio book) Author: E. Kinney Zalesne, Mark Penn Narrator: Brett Barry Publisher: Hachette Book Group Format: Unabridged Audiobook Delivery: Instant Download Audio Length: Release Date:
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Mark Penn argues that the biggest trends in America are the Microtrends, the smaller trends that go unnoticed or ignored. One million people can create new market for a business, spark a social movement, or effect political change. In 1996, a microtrend identified by Penn ("soccer moms") was crucial in re-electing President Clinton. With years of experience as one of world's most highly regarded pollsters, Penn identifies the new microtrends sweeping the world:

SINGLE WOMEN BY CHOICE: Women aren't waiting for Mr. Right. They are raising children by themselves and buying their own homes.
SPLITTERS: A growing number of middle-class residents are shuttling between two homes, creating new communities and dynamics in the real estate market.
SUN HATERS: Environmentalists, skin cancer survivors, and parents concerned about the sun's impact on our health.
PHILO-SEMITES: A growing number of people want to date Jewish men and women.
CLASSICAL MUSIC DADS: Older men who are fathers in their 40's and 50's and taking on a larger role in the nurturing of their children and becoming an important factor in consumer culture for kids.
MICROTRENDS highlights everything from religion to politics, from leisure pursuits to relationships and will take the listener into the worlds of polling, targeting, and psychographic analysis, reaching tantalizing conclusions through engaging analysis. Download and start listening now!


Quotes & Awards

  • “Unrelentingly fascinating…Microtrends is a diligently researched tome chock-full of counterintuitive facts and findings that may radically alter the way you see the present, the future, and your places in both.”

    New York Times

  • “Delightful and fast-paced…A breezy, entertaining consideration of niche groups within America.”


  • “Riveting…imaginative…Penn is as much a business consultant as he is a political junkie—a symbiosis that helps explain why so much of his book is so original.”

    Financial Times

  • “Penn does more than spot trends, he also shows how responding to them can make or break companies and campaigns alike.”


  • “Despite the vast amount of ground Penn covers, Microtrends’ readers won’t be lost in a sea of statistics. Though the book is a trivia-lover’s dream,…Penn adroitly manages to convey the relevance of such minutiae to the world at large.”

    USA Today

  • “[Penn’s] generalizations are sound and cleverly written, despite their brevity, and will undoubtedly appeal to marketing analysts and armchair sociologists, as well as fans of Megatrends and Malcolm Gladwell.”

    Kirkus Reviews

  • “Buy it—no question…Microtrends might be the finest nonfiction book you read this fall.”

    American Politics Journal

  • “Narrator Brett Barry’s pacing is excellent for the considerable amount of material the author covers: seventy-five intense identity groups who are demanding things that our current social structure isn't delivering. With a less able reader the listener could get lost.”


  • New York Times Bestseller
  • A USA Today Bestseller

Listener Opinions

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 by Kevin | 2/14/2014

    " Interesting flow as it is broken up into two to three page self-standing chapters. Each one being a separately discussed trend. Still manages to give good detail about each one, where it came from, its cause, strength and where it might go. The most annoying thing about the book? Seemed like every other chapter had a graph in it. Unfortunately each graph looked exactly the same. Two points connected by a single line that went from the bottom left to the top right. Great, now we know what a trend looks like. It should have been the picture on the cover so he wouldn't have to include 40 copies of the exact same graph repeatedly. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 by ranjit mathoda | 2/10/2014

    " the author, mark penn, is hillary clinton's chief strategist and a well known pollster. in this book he describes many small trends in American (and to an extent global) culture. some of these trends are hilarious (cougars, diy doctors, social geeks), some are obvious (internet marrieds, second home buyers, surgery lovers), and some are unexpected (aspiring snipers, smart child left behind). worth a quick skim. "

  • 4 out of 54 out of 54 out of 54 out of 54 out of 5 by Boku Kodama | 2/6/2014

    " A microtrend is something that is practiced or used by one percent of the population. That's 3 million people. If you thought about an interesting business, check out the 75 microtrends. "

  • 3 out of 53 out of 53 out of 53 out of 53 out of 5 by Remy | 2/4/2014

    " There was lots of great facts and analysis, stuff I love. There was also a lot of not. And it didn't read so well. And while I thought 2007 was current enough, it's crazy how things do change. I'm reading the section on middle income folks investing in a second home thinking, I can't believe things have changed so much in four years. All his microtrending did not predict a certain economic meltdown. "

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About the Author

Mark Penn is the worldwide CEO of the public relations firm Burson-Marsteller and president of the polling firm Penn, Schoen, and Berland Associates. He has been called the “Master of the Message” by Time magazine, the “Guru of Small Things” by the New York Times, and “the most powerful man in Washington you’ve never heard of” by the Washington Post. He is credited with inventing both the overnight poll and the “mall test”—a method of showing shoppers prospective ads and learning their reactions in real time. Penn has helped to elect more than twenty-five leaders in the United States, Asia, Latin America, and Europe in addition to serving as chief advisor to President Bill Clinton in the 1996 presidential election and to Hillary Rodham Clinton through her Senate and presidential races. He also serves as strategic consultant to top Fortune 500 companies, including Ford Motor Company, Merck, Verizon, BP, McDonald’s, and Microsoft, and he has been a key advisor to Bill Gates and Steve Ballmer since 1998. In 2000 and 2004, Penn was awarded the highest honor in his profession, the American Association of Political Consultants’ Pollster of the Year Award. He is also a New York Times and Wall Street Journal bestselling author.