What’s a modern tribe in the marketing world?Īccording to a recent article by Forbes, we need to ditch the old customer segmentation strategy we’re used to and start to focus on the rise of modern tribes because targeting generational labels just isn’t working anymore. There are 4.7 billion Millennials and Gen-Zers in this world they can’t all possibly be interested in the same thing or the same messaging just because of the similarity of their age. What he means is that in today’s digitally-influenced world, our thoughts, behaviors, and habits have enabled the creation of modern tribes - audiences united by a shared mindset, rather than age or location. Instead what it's allowed is silos of interest.”
In perhaps one of the most popular TED Talks ever presented, Seth Godin speaks about the emergence of tribes and how “the internet was supposed to homogenize everyone by connecting us all. While that’s seemed to work, it can’t be ignored that the way we think about who we’re targeting needs to be upgraded and improved, especially when it comes to social media and how the newer generations are connecting within the digital space. With that said, shouldn’t we be thinking about the way we market towards these generations? The short answer is “yes.” But how exactly do we do that?įor so long, marketers have created buyer personas and documented target audiences primarily based on age, location, and gender. Yeah, my jaw dropped when I learned that, too.įurthermore, by 2020 (that’s literally less than two weeks away…), Gen-Z is projected to surpass Millennials as the biggest global generation.