Stop Marketing To Millennials Or Gen-Z And Start Marketing To Tribes

By Kian Bakhtiari

For a long time, demographic information (such as age, gender and location) was the only way companies could segment their customer base. Today that is no longer the case. The wealth of consumer data now available means brands can layer attitudinal and behavioral insights on top of demographic data to paint a far richer, more nuanced picture of real people.

At the same time, the demise of globalization has given birth to a new social order. The world is no longer a global village, but a theatre of disparate tribes. As seen with the unexpected election of Donald Trump, U.K.’s Brexit divide and the rise of Extinction Rebellion. The digital age has enabled the creation of modern tribes, united by a shared mindset, rather than age or location. Unlike the punks, hippies and goths of yesteryear, these new tribal allegiances are invisible. Modern tribes live inside echo chambers on Facebook, Twitter, Reddit, Twitch and Discord.

CLICK HERE to continue reading, courtesy of Forbes.com