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 crucial guide to life before—and after—Tinder, IVF, and robots. What will happen to our notions of marriage and parenthood as reproductive technologies increasingly allow for newfangled ways of creating babies? What will happen to our understanding of gender as medical advances enable individuals to transition from one set of sexual characteristics to another, or to remain happily perched in between? What will happen to love and sex and romance as our relationships migrate from the real world to the Internet? Can people fall in love with robots? Will they? In short, what will happen to our most basic notions of humanity as we entangle our lives and emotions with the machines we have created? In Work Mate Marry Love , Harvard Business School professor and former Barnard College president Debora L. Spar offers an incisive and provocative account of how technology has transformed our intimate lives in the past, and how it will do so again in the future. Surveying the course of history, she shows how marriage as we understand it resulted from the rise of agriculture, and that the nuclear family emerged with the industrial revolution. In their day, the street light, the car, and later the pill all upended courtship and sex. Now, as we enter an era of artificial intelligence and robots, how will our deepest feelings and attachments evolve? In the past, the prevailing modes of production produced a world dominated by heterosexual, mostly-monogamous, two-parent families. In the future, however, these patterns are almost certain to be reshaped, creating entirely new norms for sex and romance, and for the construction of families and the raising of children. Steering clear of both techno-euphoria and alarmism, Spar offers a bold and inclusive vision of how our lives might be changed for the better.

One of the prevailing myths about the American family is that there once existed a harmonious family with three generations living together, and that this "ideal" family broke down under the impact of urbanization and industralization. The essays in this volume challenge this myth and provide dramatic revisions of simplistic notions about change in the American family. Based on detailed research in a variety of sources, including extensive oral history interviews of ordinary people, these essays examine major changes in family life, dispel myths about the past, and offer new directions in research and interpretation. The essays cover a wide spectrum of issues and topics, ranging from the organization of the family and household, to the networks available to children as they grow up, to the role of the family in the process of industralization, to the division of labor in the family along gender lines, and to the relations between the generations in the later years of life. While discussing family relations in the past and revising prevailing notions of social change, these interdisciplinary essays also provide important perspectives on the present.