Book review: Microtrends: surprising tales of the way we live today
Mark J. Penn with E. Kinney Zalesne, Penguin, 2008 (published in the US as Microtrends: the small forces behind tomorrow’s big changes)
Mark Penn, a leading PR guru and US pollster, is credited with identifying the “Soccer Mom” audience of suburban US females said to have swung the 1996 US presidential election for Bill Clinton.
More recently, he was one of the architects of Hilary Clinton’s failed White House bid. But his more enduring achievement of the last year may prove to be Microtrends, a compendium of under-reported social phenomena which made the US bestseller lists and became one of the most bought titles on American campuses.