Why We Use Tribes Over Demographics for Audiences (And Your Brand Should Too)
If your audience definition reads like a personal ad (e.g. single Millennial female with discretionary income, living in a metropolitan area) this article is for you.
The standard practice of grouping customers according to their gender, location, race, etc. no longer fits our modern world (if we’re being honest, it’s felt archaic for awhile now). Things we used to take for granted as marketers (like gender) have become more fluid. Working off of the same old stereotypes not only puts you at risk of pulling in the wrong audience, it will make your brand (and effectively your content) feel ancient.
Consumer behavior towards brands has changed drastically in recent years. Customers don’t behave the way their demographic data says they “should”. Trendwatching puts it succinctly for us in their definition of post-demographic consumerism;
“People – of all ages and in all markets – are constructing their own identities more freely than ever. As a result, consumption patterns are no longer defined by ‘traditional’ demographic segments such as age, gender, location, income, family status and more. Younger, affluent consumers are still (usually) the earliest adopters of new products and services… But now compelling innovations will be rapidly adopted by — and/or almost instantly reshape the expectations of — any and all demographics.
Niche audiences should then be constructed not on gender, age, income or other ancillary descriptors, but on their shared mindset via tribal marketing.
Need help pinpointing your brand tribe? Work with us.
What is Tribal marketing?
The basic definition is that consumers identify more as groups who share beliefs and behaviors than on demographics. Those shared sense of beliefs, traditions, behaviors, values, etc. create ‘tribes’ that aren’t specific to their gender, age or other external factors. Tribal marketing was introduced in 2002, but gained steam after the last economic recession when companies began facing demands to ‘make the world a better place’ in the pursuit of their business success.
In other words, you could have a 25 year old male from the city and a 55 year old female from the suburbs who are part of the same tribe because they both identify with their shared beliefs on sustainability and the impact of consumer packaging on the planet. If you’re a CPG brand, this consumer insight is important to know because it can impact your brand message and creative. Rather than tailor your message to one demographic or the other, you find the shared mindset they have in common as it relates to your brand.
Examples of Tribes in Branding
Let’s look at an example of this with two competing brands: Mini vs. Tesla
Mini: Mini drivers share a sense of adventure, they want to feel inspired and enjoy life. They don’t want a big suburban that makes it difficult for them to get around. Thus Mini’s message is ‘Smaller is better.” and all of their subsequent creative demonstrates this view of the world. It’s more than just a campaign idea, it’s a way of life for all Mini drivers.
Mini tribe mindset:
“Smaller is better.”
Tesla: Tesla drivers on the other hand are innovative futurists who care about the planet (or at least want to appear that they do). Tesla’s brand message shows their belief that electric cars should be luxurious - i.e. you shouldn’t have to sacrifice luxury for environmental impact. While Tesla doesn’t do much advertising, the marketing they have done demonstrates this shared belief. One could also argue that the brand’s infamous founder Elon Musk is the very personification of this mindset.
Tesla tribe mindset:
“ Electric cars should be luxurious”