Then comes tribes. On the surface, this concept appears to be similar to customer communities but the focus instead, lies on the relationship among consumers sharing common traits.
Tribal marketing addresses consumers through a social context. It caters to our need as people to build and associate with consumption-focused groups called ‘tribes’, that are emotionally connected through their similar consumption values.
Individuals also identify with one another through their collective interests and behaviors, rather than their demographic traits. This could be anything from eco-friendly fashion, fairtrade goods, pets, sexual orientation, and music preference to dietary requirements and health issues. Think of them as micro-cultures of consumption connected by their similar interests, values, and usage.
In Seth Godin’s research, he suggests that people are drawn to leaders and their ideas, and feel the need to belong in not just one, but multiple tribes they identify with. He states that groups need just two things to become tribes: a shared interest and a way to communicate.
“A tribe is a group of people connected to one another, connected to a leader, and connected to an idea.” – Seth Godin, Tribes.