Read this: Microtrends, by Mark Penn

In Microtrends, public relations expert Mark Penn looks at the small forces that are making big changes in society.

If you're interested in sociology, marketing, public policy or current events, you'll like this book. Each microtrend is its own brief chapter, making for a very easy and interesting read.

An example of cited in this book would be the microtrend of senior citizens working beyond retirement. Penn mentions how this trend could result in the need for more daycare (no grandparents to watch the kids), fewer Social Security benefits paid out, more (older) drivers on the road and fewer job opportunities for younger workers. Other microtrends covered include the rise in the number of left-handed children, female clergy and older dads.

You may already be familiar with Penn's work. He discovered the microtrend "soccer moms" while working on Bill Clinton's presidential campaign.