Mark Penn, the longtime Clinton pollster and advisor, has a new book out called Microtrends: The Small Forces Behind Tomorrow’s Big Changes. It’s a fun book — every few pages is a new tidbit gleaned from polls and demographic data. For example:
- 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 impact the sun is having on our health.
- Philo-semites: A growing number of people want to date Jewish men and women.
- Sex Ratio Singles: With gay men outnumbering lesbians by approximately 2:1, the female-to-male straight sex ratio has tipped all the way to 53:47, leaving more women than ever single. No wonder they’re raising their own children and buying their own homes.
- 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.
If you’re a data junkie, like quirky facts, or think that there’s something to the thesis that we can understand the future by understanding lots of little trends, I recommend this book highly.
3 comments on “Book Short: Microtrends by Mark Penn”
Ben, this sounds like a great read. I share a similar fascination with data and I haven’t really done much personal reading to engage this curiosity (outside of Freakonomics and periodicals).
Thanks for the post, this’ll go on my list.
This single woman has indeed bought her own home. Even though I’m responsible for the repair and maintenance around here, I find it preferable to dealing with landlords and their quirks.
The above being said, I still want to read this book. I’m curious as to why other single gals have taken the homeownership plunge.
The third point seems more like a wishful thinking to me.