Scientists believe that the human brain is hard-wired towards tribalism due to its evolutionary advantages.

One of the reasons social media networks have become so successful in such a short time, is the human desire to belong and feel connected.

Technology, through Social Media, has created an environment where this tribalism can flourish, making it easy for Tribes to form and share common goals through easy communication, group behaviour and norms.

The effect of this is to fundamentally change how marketeers should look at their consumers, with the traditional segmentation by socio-economic factors no longer fit for purpose.

Tribal segmentation allows Brands to identify and study consumer behaviour in a completely different way. By understanding these Tribes we can develop engagement strategies that allow Brands to engage with them and communicate more effectively.