Microtrends [1/4]

During my vacation I read the most interesting book of Mark J. Penn called Microtrends: the small forces behind tomorrow's big changes. Penn is CEO of Burson Marsteller, one of the largest PR-firms in the world. As a true American pollster, he relies on data rather than opinion. In this book he describes what recent data tells him. He doesn't believe in a small number of megatrends, but instead thinks that current development must be seen as a large collection of microtrends, each large enough to have a decent influence. The book features 75 of these microtrends, described as separate groups like the Cougars (women who date younger men), Dutiful suns (male caregivers) and Surgery lovers (people addicted to plastic surgery). I picked the 7 most interesting for this blog, keep in mind that most of the data in the book is orientated towards the USA. The first group is called the Sun-Haters.
Sun-Haters consist of the people who react to the fact that skin cancer is becoming rapidly one of the most important forms of cancer (lung cancer is larger). These people don't sun and they get support. Some US states banned indoor tanning for children under 14. And of course (it's the USA) some Californians started a class action lawsuit against sunscreen-makers stating the claims on sunscreen bottles are overrated. The group also innitiates innovation: sunsafe clothing for this segment is more tightly woven and can contain sunscreen chemicals. And there's SunGuard, a washing detergent that builds protection into clothes. Sunsine is free, these products come at a premium.
Coming next: the 30 Winkers and DIY-doctors.