Tribes

Original ethnographic research and films covering influential subsets of consumer behaviour

The Uncoupled

Our latest tribe explores singledom, polyamory and platonic love.

Anti-luxurians

Explore the new cornerstones that represent a multifaceted future luxury consumer.

Low-impact Eaters

The people eating differently owing to anxiety about the state of the environment.

Tribes

The Uncoupled:

Meet the new tribe of consumers who are choosing to embrace singledom, polyamory and platonic love over...

Tribes

Subconscious Shoppers:

Three technology-driven US consumers invite us into their homes to explain how their relationship with...

Retail : Voice-assistant : Subconscious Shoppers

Tribes

The Upstreamists:

Fuelled by the backlash against clean eating, these food and drink consumers reject fad diets and treat food...

Food And Drink : Health : Food And Drink Futures

Tribes

Low-impact Eaters:

Members of this tribe are changing their eating habits owing to increasing anxiety about the state of the...

Food : Drinks : Culture

Tribes

Young Vietnamese Luxurians:

Ambitious, stylish and intelligent, young Vietnamese luxurians are taking full advantage of the country’s...

Luxury : Vietnam : Vietnamese Luxurians

Tribes

Mexican Luxurians:

From supporting local designers to connecting with the region’s rich artisanal culture, this...

Mexican Luxurians : Mexico : Luxury

Tribes

Beauty Backlashers:

This tribe is actively rejecting the prevailing narratives in the beauty industry and searching for brands,...

Tribes

Skinthusiasts:

Thanks to the rise in internet forums and skincare blogs, these beauty consumers are armed with...

Beauty : Wellness : Culture

Tribes

Life-long Learners :

This tribe of high-net-worth high achievers are more interested in spending their money on self-enriching...

Life-long Learners : Luxury : Experience Economy

Tribes

Anti-luxurians:

Purist athletics gear, technology-driven fashion and brand subversion are the new cornerstones that...

Anti-luxurians : Fashion : Anti-authenticity

Tribes

Fastronomic Foodies:

For Fastronomic Foodies, food must be convenient and high quality. Meet the tastemakers who...

Convenience Culture : Fast Food : Soylent

Tribes

Party-totallers:

Tired of a culture that normalises inebriation and places alcohol at the centre of every event,...

Party-totallers : The Optimised Self : Non-alcoholic

Tribes

Beauty Mavericks:

The Beauty Mavericks have gone their own way, creating their own products and services to cater for their...

Inclusive Beauty : Neutral Culture : Curl Power

Tribes

Holistic Athletes:

A desire to balance their minds, meals and bodies as well as their skin keeps Holistic Athletes...

The Optimised Self : Fitness : Wellness

Tribes

Waste Warriors:

Motivated, disciplined and inventive, Waste Warriors around the world are doing everything they can to...

Waste Warriors : Claire Sancelot : Erin Rhoades

Tribes

Gen Viz:

Gen Viz is a global, liberal and visual-first tribe at the forefront of key emerging trends among Generation Z.

Gen Z : Teenagers : Teen

Tribes

Kidpreneurs:

Ambitious and fearless, this subset of Generation Z knows exactly what they want in life and are willing to...

Kidpreneurs : The Junior Atelier : The Chief Lemonade Officer

Tribes

Live Streamers:

Live Streamers live their lives through the lens of Periscope, sharing their thoughts, their talents, even...

Live Streamers : Periscope : Consumer Tribe

Tribes

The IM Crowd:

Email and phone calls are outdated forms of communication in the eyes of the IM Crowd, which prefers to...

Teenagers : Instant Messaging : Consumer Tribe

Tribes

Sixth Continent Luxurians:

The Sixth Continentals are the restless, borderless luxurians who are reshaping the luxury sector to fit...

Consumer Behaviour : Lagos : New York