In recent (or not so recent years) we have seen the rise of individualism, and the loss of traditional forms of social coherence such as family values, or geographical location. In its place, we have seen the emergence of alternative social arrangements and sub-cultures.
For marketers, this social change has led to the popularisation of tribes and symbolic consumption. Engaging with tribes is very different from engaging with a consumer segment, because group membership and the role of brands are very different for each.
Here is a brief overview of the differences between consumer segments and tribes, and what those differences mean for marketing strategy.
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