Business Week: Name That Demographic

Mark J. Penn still revels in the moment 11 years ago when he identified what became known as Soccer Moms. He was working with President Bill Clinton as a pollster at the time and looking for voters who had not yet made up their minds. Busy suburban working mothers may not have been a huge group in terms of raw numbers, but they were affluent and influential—at least in the political arena. Now Penn, currently worldwide CEO of public-relations firm Burson-Marsteller (WPP ) and chief adviser to the Presidential campaign of Senator Hillary Clinton (D-N.Y.), has gone in search of other intriguing niche groups. The result is the delightful and fast-paced Microtrends: The Small Forces Behind Tomorrow’s Big Changes.