Tribes

Original ethnographic research and films covering influential subsets of consumer behaviour

Everyday Environmentalists
Meet the Waste Warriors scaling down the amount of waste they produce.

Lucid Clubbing
Clubbing minus alcohol is creating new ways to socialise and connect with others.

Wellness Socialites
Holistic Athletes balance their minds, meals and bodies through social activities.
The Conscious Decelerators Tribes

The Conscious Decelerators:

This tribe of wellness pioneers are looking to slow down and return to more holistic forms of wellbeing that...
Health : Wellness : Conscious Deceleration
The Uncoupled Tribes

The Uncoupled:

Meet the new tribe of consumers who are choosing to embrace singledom, polyamory and platonic love over...
Tribe : Travel : Leisure
Subconscious Shoppers Tribes

Subconscious Shoppers:

Three technology-driven US consumers invite us into their homes to explain how their relationship with...
Retail : Voice-assistant : Subconscious Shoppers
The Upstreamists 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
Low-impact Eaters 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
Young Vietnamese Luxurians Tribes

Young Vietnamese Luxurians:

Ambitious, stylish and intelligent, young Vietnamese luxurians are taking full advantage of the country’s...
Luxury : Vietnam : Vietnamese Luxurians
Mexican Luxurians Tribes

Mexican Luxurians:

From supporting local designers to connecting with the region’s rich artisanal culture, this...
Mexican Luxurians : Mexico : Luxury
Beauty Backlashers Tribes

Beauty Backlashers:

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

Skinthusiasts:

Thanks to the rise in internet forums and skincare blogs, these beauty consumers are armed with...
Beauty : Wellness : Culture
Life-long Learners 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
Anti-luxurians Tribes

Anti-luxurians:

Purist athletics gear, technology-driven fashion and brand subversion are the new cornerstones that...
Anti-luxurians : Fashion : Anti-authenticity
Fastronomic Foodies Tribes

Fastronomic Foodies:

For Fastronomic Foodies, food must be convenient and high quality. Meet the tastemakers who...
Convenience Culture : Fast Food : Soylent
Party-totallers 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
Beauty Mavericks 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
Holistic Athletes 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
Waste Warriors Tribes

Waste Warriors:

Motivated, disciplined and inventive, Waste Warriors around the world are doing everything they can to...
Waste Warriors : Claire Sancelot : Erin Rhoades
Gen Viz 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
Kidpreneurs 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
Live Streamers Tribes

Live Streamers:

Live Streamers live their lives through the lens of Periscope, sharing their thoughts, their talents, even...
Live Streamers : Periscope : Consumer Tribe
The IM Crowd 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
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