The art of trend spotting, through polls, is to find groups that are pursuing common activities and desires, and that have either started to come together or can be brought together by the right appeal that crystallizes their needs. ..
Today changing lifestyles, the Internet, the balkanization of communications, and the global economy are all coming togehter to create a new sense of individualism that is powerfully transforming our society. The world may be getting flatter, in terms of globalization, but it is occupied by 6 billion little bumps who do not have to follow the herd to be heard. No matter how offbeat their choices, they can now find 100.000 people or more who share their taste for deep fried yak on a stick.
In fact, by the time a trend hits 1 percent, it is ready to spawn a hit movie, best-selling book, or new political movement. The power of political choice is increasingly influencing politics, religion, entertainment, and even war. In today’s mass societies, it takes only 1 percent of people making a dedicated choice – contrary to the mainstream’s choice – to create a movement that can change the world. …
With the rise in freedom of choice has come a rise in individuality. And with the rise of individuality has come a rise in the power of choice. The more choices people have, the more they segregate themselves into smaller and smaller niches in society.
This book is about the power of numbers and how they drive America and the world. Rarely are things what they seem on the surface, and nonquantitative, conventional wisdom is usually not wisdom at all. Hidden right in front of us are powerful counterintuitive trends that can be used to drive a new business, run a campaign, start a movement, or guide your investment strategy. Even though these trends are staring us in the face, we often don’t really see them. … As we will see throughout this book, yon can’t understand the world anymore only in terms of “megatrends”,or universal experiences. In today’s splittered society, if you want to operate successfully, you have to understand the intense identity groups that are growing and moving, fast and furious in crisscrossing directions. That is microtrends.