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Pollster Mark Penn argues that the biggest trends in America are 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") helped re-elect Clinton. Now, Penn identifies the new microtrends sweeping the world, from Extreme Commuters and Working Retired to Old New Dads, from Bourgeois...
18) The offset
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"It is your eighteenth birthday and one of your parents must die. You are the one who decides. Who do you pick? In a dying world, the Offset ceremony has been introduced to counteract and discourage procreation. It is a rule that is simultaneously accepted, celebrated and abhorred. But in this world, survival demands sacrifice so for every birth, there must be a death. Professor Jac Boltanski is leading Project Salix, a ground-breaking new mission...
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