Event

Mark Penn: 'Microtrends'

To Mark Penn, microtrends are a major deal. The voice behind the Wall Street Journal's popular "Microtrends" column (and former campaign manager for Hillary Clinton) eschews "huge, sweeping megaforces," instead identifying and acting on the biggest things going today: small, under-the-radar patterns of behavior which take on real power when propelled by modern communications and an increasingly independent-minded population." For example? Penn is credited with identifying "soccer moms" in 1996. And the next microtrend could be yours: Penn, author of the bestselling book Microtrends: The Small Forces Behind Tomorrow's Big Changes (like the column, also with E Kinney Zalesne), says just 1 percent of the U.S. population can "create new markets for a business, spark a social movement, or produce political change." Presented by the Town Hall Center for Civic Life, with University Book Store.