The Sunday Times (UK): Microtrendies are taking over world

Microtrendies are taking over world

ARE you a geek, obsessed with the latest gadgets, yet consider yourself cool and have hundreds of friends? An extreme commuter, whose long journey is turbocharging the caffeine industry? A single woman, who is surprised to be on the shelf but has lots of gay friends? Or a Lat, part of a couple who “live apart together” in separate households?

If so you are part of a microtrend with the power to shape society, according to the polling guru Mark Penn.