The great fear of the future has been that mass societies would become faceless societies, with people forced into conformity — everyone looking alike, dressing alike, and being required to think alike. This was seen as almost a necessary sacrifice in order to feed and clothe growing populations with diminishing resources. But I suggest we are headed in completely the opposite direction — a future in which choice, driven by individual tastes, becomes the dominant factor, and in which these choices are reinforced by the ability to connect and communicate with communities of even the smallest niches.
The future rarely turns out as predicted.
— Mark J. Penn
quoted from “Microtrends” by Mark J. Penn with E. Kinney Zalesne
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