Microtrends: The Small Forces Behind Tomorrow's Big Changes is a non-fiction book by Mark Penn and Kinney Zalesne.

[2][3] The text focuses on subtle and nearly invisible trends in demography, sociology, business, family life, technologies, human interactions, and many other areas—that are currently shaping the potential future of the world and society.

Specifically, Penn and Zalesne show how a mere one percent of the American public, or 3 million people, can create a "microtrend" capable of launching a major business or even a new cultural movement, changing commercial, political and social landscapes.

[5] Microtrends is a diligently researched tome chock-full of counterintuitive facts and findings that may radically alter the way you see the present, the future, and your places in both.

The book’s 15 main chapters group microtrends in virtually every area of life, like "Love, Sex, and Relationships," "Politics," "Technology," "Education," "Food, Drink & Diet" and "Looks and Fashion."