This is more a political op-ed than a book review, but there are some interesting ideas in play.

In today's splintered society, if you want to operate successfully, you have to understand the intense identity groups that are growing and moving, fast and furious in crisscrossing directions. That is microtrends.

... "the niching of America" : microtrends have replaced macrotrends.

The book is "Microtrends: The Small Forces Behind Tomorrow's Big Changes," by Mark J. Penn.

Publishers Weekly says:

Culture buffs, retailers and especially businesspeople for whom "small is the new big" will value this exercise in nano-sociology.

Kirkus says:

will undoubtedly appeal to marketing analysts and armchair sociologists, as well as fans of Megatrends and Malcolm Gladwell.