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Ten years ago, Mark Penn’s New York Times bestseller Microtrends highlighted dozens of tiny, counterintuitive trends that have since come to fruition, from the explosion of internet dating to the recent split within the Republican Party. Now, he identifies the next wave of trends reshaping the future of business, politics, and culture in Microtrends Squared.
Penn argues that the future is not shaped by society’s broad forces but by quiet changes within narrow slices of the population. Through fifty new microtrends, Penn illuminates the shifts that are coming in the next decade, examining the unseen forces behind new power relationships – as fringe voters and reactionary politics have found their revival, as online influencers overshadow traditional media, and as the gig economy continues to invade new swathes of industry.
Penn has spent over forty years in polling, marketing, advertising, and strategy at the highest levels of business and politics. He is Chairman of the Harris Poll and Managing Partner of the Stagwell Group, a collection of digital marketing firms. Book signing to follow.
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