Umbrella ella ella

It has been Niagra Falls this summer in NYC.  I've never been one to use an umbrella.  In fact, I never carry an umbrella unless I'm going somewhere fancy, it's pouring, and I borrow one from a friend.  It was so rainy this summer that I actually purchased my own from Duane Reade, and not so much because I can't stand being rained on, but more so for self-defense. Imagine walking to work on Broadway from 34th street to 14th Street Union Square dodging 17,000 umbrellas.  New Yorkers are 1. always in a hurry and 2. extra grumpy when it's raining. An umbrella was a necessary investment in order to not get my eyes poked out and avoid whiplash from dodging umbrellas.  

I had a good laugh at the man who had such a HUGE umbrella that I swear he stepped outside, realized it was raining, and grabbed his outdoor umbrella from the patio.  He was at least considerate and would politely pop his umbrella over everyone else's head as they neared him. I think everyone needs one of these umbrellas. Check out the fabulous video here. 

(via A Cup of Jo)

Microtrends

I'm thinking about buying "Microtrends: The Small Forces Behind Tomorrow's Big Changes by Marc Penn."  Here's an overview of it from Microtrending.com:  

Penn and his co-author E. Kinney Zalesne argue that the biggest trends in America are the microtrends -- the smaller trends that go unnoticed or even ignored. One percent of the nation, or 3 million people, can create new markets for a business, spark a social movement, or produce political change.

The book covers a variety of topics from politics to leisure and relationships.  I think that although the book isn't directly geared towards designers, it seems like it would have great relevance to developing marketing or advertising strategies.  I think that the old approach of targeting the masses is fading while marketing to smaller niches is more relevant in today's more individualized culture and society.