Mark J Penn, with E. Kinney Zalesne, wrote a very insightful and somewhat prophetic book about the up and coming minorities groups that would become a force in USA politics and social/cultural reform. Intent on highlighting which market segments advertisements and policies should target and rally behind, the authors share statistics, graphs, charts and background information to support their claims and chapter subheaders.
Part scientific and part anecdotal, each topic presents suggestions on how individual groups should be approached and/or considered when in comes to mainstream media, marketing and customer satisfaction. Educated black or African American women, Latinos, dads, geeks and the middle class are a few of the minority groups that will become forces to be reckoned with as time goes on and the nation’s politics and reform advance to catch up with their many needs and desires. For example, the American Dream is not just about the picket fence and the 2.5 kids with a dog. It has shifted to favor those with great ambition and frugality; to having less kids and more financial freedom.
Forgetting the pendulum has swung will lead to less sales, swing voters and unhappy workers, just to name a few effects of trying to tailor to the masses as the masses are fragmented into smaller influential factions. The book is full of remarkable facts about video games, buyer power, and even international social and economic effects that trickle back into USA finances and world politics. Most likely, you will identify with one or more of the microtrends and its significance for the future of the country. A must read for MBA and marketing students and those looking to anticipate the next IT product, customer base, or movement.
Even after a decade, the content is relevant. Recheck the numbers and data to ensure you are not being led astray.