Welcome to the surprising world of microtrends, where Snowed-Under Slobs are increasing in number – but so are Extreme Commuters; where teenagers are becoming millionaire businessmen – even though their contemporaries are planning careers as snipers; and where older woman are bagging all the young men – whilst also bagging all the video games. Microtrends is the story of the small groups that are causing big changes in our lives today. It’s about how different we are to each other, and how wrong our own expectations can be. And how the end of uniformity could actually be the answer to our problems...