S. Michael Craven

The Center for Christ and Culture

Mark Penn, author of Microtrends: The Small Forces Behind Tomorrow’s Big Changes (Hachette Book, 2007), is widely regarded as one of the most perceptive pollsters in American politics. It was Penn who identified “soccer moms” as a crucial constituency in President Clinton’s 1996 reelection campaign. The unique feature of Penn’s approach is that he looks for and has been able to identify, with some success, small patterns of behavior that wield great influence in our culture. According to Penn, “Microtrends is based on the idea that the most powerful forces in our society are the emerging, counterintuitive trends that are shaping tomorrow right before us … In fact, the whole idea that there are a few huge trends that determine how America and the world work is breaking down.”