Reader recommendation: Microtrends
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Microtrends by Mark Penn with E. Kinney Zalesne identifies 70 contemporary microtrends. These include retirees continuing to work, teens taking to knitting, and geeks becoming sociable. These micro-hints are helpful in heightening awareness of how the world currently thinks – and that impels action accordingly. But be prepared: "Microtrends" has a sensationalist tone and will inundate you with statistics.