Pollster Mark Penn argues that the biggest trends in America are 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") helped re-elect Clinton. Now, Penn identifies the new microtrends sweeping the world, from Extreme Commuters and Working Retired to Old New Dads, from Bourgeois And Bankrupt to Uptown Tattooed. Highlighting everything from religion to politics, from leisure pursuits to relationships, this book will take the reader deep into the worlds of polling, targeting, and psychographic analysis.--From publisher description

• Love, sex, and relationships
• Sex-ratio singles
• Cougers
• Office romancers
• Internet married
• Work lifeWorking retired
• Extreme computers
• Stay-at-home workers
• Wordy women
• Ardent zmazons
• Race and religionStained glass ceiling breakers
• Pro-semites
• Interracial families
• Protestant hispanics
• Moderate Muslims
• Health and wellness
• Sun-haters
• 30-winkers
• Southpaws unbound
• DIY doctors
• Hard-of-hearers
• Family life
• Old new dads
• Per parents
• Pampering parents
• Late-breaking gays
• Dutiful sons
• Politics
• Impressionable elites
• Swing is still king
• Militant illegals
• Christian zionists
• Newly released ex-cons
• Teens
• Yje midly disordered
• Young knitters
• Black teen idols
• High school moguls
• Aspiring snipers
• Food, drink, and diet
• Vegan children
• A disproportionate burden
• Starving for life
• Caffeine crazies
• Lifestyle
• Long attention spanners
• Neglected dads
• Native language speakers
• Unisexuals
• Money and class
• Second-home buyers
• Modern mary poppinses
• Shy millionaires
• Bourgeois and bankrupt
• Non-profiteers
• Looks and fashion
• Uptown tattooed
• Snowed-under slobs
• Surgery lovers
• Powerful petites
• Technology
• Scoail geeks
• New luddites
• Tech fatales
• Car-buying soccer moms
• Leisure and entertainment
• Archery moms?
• XXX men
• Video game grown-ups
• Neo-classicals
• Education
• Smart child left behind
• America's home-schooled
• College dropouts
• Number junkies
• 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