Microtrends:  The Small Forces Behind Tomorrow's Big Changes
Mark J. Penn with E. Kinney Zalesne

Rarely do I find a business book that I can casually read between meetings, assignments and projects. Microtrends is just that type of book. Full of valuable information, author Mark Penn uses a combination of humor, facts and business know-how to make this the type of business book you can’t seem to put down—but, if you did, you can easily find your way back into the content flow. The book is broken into “mini-chapters”—each focused on a different “microtrend” that Penn and co-author E. Kinney Zalesne feel will soon be driving our culture and how consumers make purchasing decisions. Since we at M2Moms® E-ssentials are always looking for solutions to go along with our trend-spotting discussions, I was happy to find each trend followed-up with ideas for how businesses or communities could meet the needs of the specific group. In some cases, the trend was discussed on a global level as well—giving great insight for those looking to succeed outside of the U.S.

We initially reviewed this book when we launched M2W® E-ssentials last spring—highlighting how women seemed to be firmly planted inside most of the trends shaping our culture. But what you will also find while sifting through this book is how the role of mom is changing and affecting the way brands communicate and connect with every member of the family. From the emergence of “The Momtreprenuer Movement” (women who have left the workforce to be with their kids, but are also starting up businesses from home) and “Pampering Parents” (parents are far more permissive than in past generations) to the growth of “Modern Mary Poppinses” (college-educated nannies to assist the growing number of working moms), parents—and moms in particular—seem to be coming to grips with who they are as individuals in addition to who they are as moms and dads. And speaking of dad, there is an entire chapter on “Old New Dads” and how their needs—and the needs of their family—are bucking the traditional “dad and family” stereotypes.

Moms are not a primary focus of Microtrends and are not referenced quite as regularly as women in general. However, gaining new insights into the ever-changing landscape of today’s family makes this book well worth the read for marketing to mom experts.

Penn is no stranger to the trend world having spent most of his career helping politicians and corporations find success by learning how to target their messages. He is often known as the person behind the “Soccer Mom” label created during Bill Clinton’s reelection campaign and The New York Times has called him “The Guru of Small Things.” He is a pro at spotting the little movements that make a big impact on the world in which we live and Microtrends is a great read for any corporate executive looking to stay ahead of the curve when it comes to growing a business (or launching a campaign, or winning an election) to meet the future needs of consumers.