The Week: 'Microhoods' is new trend

PR professionals should target 'microhoods' that are emerging in the UK, according to a new guide on key comms trends.

Shine Communications is preparing to launch Swarming in the Statusphere, an insight into cultural trends, on 25 November.

Among the key trends it identifies are 'microhoods' - small areas with a strongly defined character that sets them apart from the neighbourhoods around them, such as the North Laine in Brighton, North Cross Road in East Dulwich, or the East Fringe in east London.

Other trends include 'drag teens', or people behaving younger than they are, and 'i-kids' - a growing group of savvy under-14s.

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