The analysis of the microtrends is affirmed in the middle of the 1990’s and in the following decade as the need for a deeper understanding and articulation of the macrotrends that are often seen to be excessively theoretical or generic, or having a tendency towards a global vision that penalises the concrete analysis of “social issues”.
We can therefore affirm that this direction descends from the sociology of daily life, which finds in Henri Lefebvre (Author of Critique of everyday life) and in the Situationists of France (with the famous Society of the spectacle by Guy Debord), and in the symbolic interactionism of Goffman and Schutz in the USA. The more recent expressions of this dimension are exemplified in the work of Mark Penn (Microtrends) and Henrik Vejlgaard (Anatomy of a trend), which we recommend you consult.
Also marketing (with for example the work of Bernard Cova, Innover en marketing) and communication, has known how to give value to this approach through what has been defined as the economy of the unexpected and as non conventional marketing, for example that found in the explosion of events (during the 1990’s), followed by the success of the temporary stores (from the middle of the following decade) as a true solid achievement.
