Are you the next microtrend?

by Carmen Van Kerckhove

Because I’m a nerd who reads BusinessWeek, I came across this review of a new book called MICROTRENDS: The Small Forces Behind Tomorrow’s Big Changes. It’s written by the political consultant who coined the term “soccer mom.”

I thought Racialicious readers might be interested in some of the new micro-demographics, and corresponding money-making opportunities, he’s uncovered.

1. Lonely black women: at least they have money!

Real estate agents and financial advisors should target black women who are still single because there are no “good black men” to be found.

He starts with the perennially crowd-pleasing topic of love, sex, and relationships. Here he explains why so many women now stay single (too few straight men, among other things—a problem compounded among African Americans by the high incarceration rates of black men) and how this group is becoming a potent force in everything from home ownership to investing.

2. Fat black women: the downfall of society yet again

I’m guessing this would be a marketing opportunity for say, Nutrisystem and Bo-Flex?

Not all the groups are worthy of celebration. In “A Disproportionate Burden,” for example, Penn chronicles the rise in morbid obesity—and the high mortality rates—among black women.

3. Jew-lovers: uh… seriously?

This was my favorite one. Apparently Americans LOVE them some Jews nowadays. So I guess this would be a marketing opportunity for Kabbalah water and um, knish makers?

Penn occasionally stretches a bit, as when he suggests the rise of Pro-Semites. His essential thesis: “Today in America, Jew-loving is a bit of a craze.” As evidenced by the appetite for Seinfeld reruns and Madonna’s love of Kabbalah? Maybe, but the numbers of non-Jews on the Jewish dating site JDate (LOV ) may say more about the state of online matchmaking than about a sudden attraction to one group.