(Mark Penn Interview starts at 28:15 min)
A conversation with Mark Penn, chief strategist for Hillary Clinton and worldwide CEO of the public relations firm Burson-Marsteller and president of the polling firm Penn, Schoen and Berland Associates. Mark Penn also discusses his book, Microtrends: The Small Forces Behind Tomorrow’s Big Changes.
“…In his new book, “Microtrends: The Small Forces Behind Tomorrow’s Big Changes,” [Mark Penn] predicts a relaxing of attitudes about workplace love.
“Many more people of both sexes are at work now, and there are many more office romances happening,” says Penn, who calls the office “the 21st-century singles bar.”
In recognition of this, Penn suggests, companies are going to need to do more than turn a blind eye, or forbid intermingling.
“They have to recognize the fact that there are much more likely to be real relationships among people at the office, and adopt more detailed policies,” he says – addressing, say, whether a romance needs to be disclosed, and how to best handle a breakup…”
The Mighty One Percent
Small groups of enthusiasts are reshaping the way we live today, argues Mark Penn, author of Microtrends: The Small Forces Behind Tomorrow’s Big Changes and an advisor to Hillary Clinton’s presidential campaign. To view the video, please visit NPR News’ The Bryant Park Project
In a world where even the ring of a phone is individualized, it makes sense that the megatrends movement sparked by a best seller 25 years ago has now been sliced and diced into microtrends.
One man behind this shift to the niche is pollster Mark Penn, CEO of the PR firm Burson Marsteller and a chief adviser for Hillary Clinton’s presidential campaign. You have him to thank for the term “soccer moms,” a group he identified as pivotal swing voters while working for Bill Clinton in 1996.
In his decidedly macro-size book, Microtrends, Penn and co-author E. Kinney Zalesne have waded through polls, studies and surveys to ferret out 75 new pockets of humanity — from Extreme Commuters to Sun-Haters to Shy Millionaires. It’s subsets like these, comprised of as little as 1% of the population, that are shaping the future of society, Penn hypothesizes.