B-M in the News
The Latest On Microtrends | As seen in Forbes.com
Publication Date: May 07, 2009 | When politicians and marketers around the world use their resources trying to uncover the next big thing, they may be overlooking something even more valuable--the next "microtrend." This term, was coined by Mark J. Penn, Worldwide President and CEO of Burson-Marsteller/President of the polling firm Penn, Schoen & Berland Associates, and author of the best-selling book Microtrends: The Small Forces Behind Tomorrow's Big Changes.
In the book, Penn and his co-author, E. Kinney Zalesne, suggest that when you identify small groups that think in ways counterintuitive to the mainstream, such as "soccer moms" or "extreme commuters," you can trigger a tipping point in an election, a social movement or even the success of a business.
Forbes spoke with Penn for this article, which addresses what microtrends are, how to identify them, which microtrends are gaining momentum and which global microtrends are emerging. | | |
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