Mark Penn argues that the biggest trends in America are the Microtrends, the smaller trends that go unnoticed or ignored. One million people can create new market for a business, spark a social movement, or effect political change. In 1996, a microtrend identified by Penn ("soccer moms") was crucial in re-electing President Clinton. With years of experience as one of world's most highly regarded pollsters, Penn identifies the new microtrends sweeping the world: SINGLE WOMEN BY CHOICE: Women aren't waiting for Mr. Right. They are raising children by themselves and buying their own homes. SPLITTERS: A growing number of middle-class residents are shuttling between two homes, creating new communities and dynamics in the real estate market. SUN HATERS: Environmentalists, skin cancer survivors, and parents concerned about the sun's impact on our health. PHILO-SEMITES: A growing number of people want to date Jewish men and women. CLASSICAL MUSIC DADS: Older men who are fathers in their 40's and 50's and taking on a larger role in the nurturing of their children and becoming an important factor in consumer culture for kids. MICROTRENDS highlights everything from religion to politics, from leisure pursuits to relationships and will take the listener into the worlds of polling, targeting, and psychographic analysis, reaching tantalizing conclusions through engaging analysis.

"A bold case for massive population growth in the name of national greatness--from Vox co-founder and host of "The Weeds" podcast Matt Yglesias. America is in decline. Fewer children are born each year due to financial pressure. Thousands flee our iconic cities with their housing shortages and broken infrastructure. While we tie ourselves into knots trying to stop the flow of immigrants, our exhausted economy deflates the heartland's already shrinking population. To survive China's impending global takeover (not to mention Russia), we can't afford to be weak. We need to get bigger, much bigger. We need one billion Americans. In this timely and provocative book, Matthew Yglesias makes the case for massive population growth through humane family and immigration policy. Of course, more people requires more housing, not to mention better transportation, improved education, a revitalized welfare system, and climate change mitigation. Why not do it all, and stay on top forever? Written with Yglesias's signature humor and analytic rigor, One Billion Americans challenges readers across the political spectrum to take decline seriously. Drawing on economic theory and research from leading policy experts, he offers ideas from around the globe--from Singapore's approach to traffic jams to Canada's town planning--that move us beyond left-right divides, to explore the practical and creative solutions our times call for"--