New Urban Tribes Illustrate The Shifted Consumer Mindset

Posted by Flux on 

8 August 2019

This article was originally published on Modern Marketing’s website. Scroll down to continue reading it

By: Thapy Mokono, August 8, 2019

Dion Chang, Observer and Trend Analyst from Flux Trends, explored newly emerging urban tribes that are shifting the consumer mindset globally as well as locally.

Chang’s presentation was based on the 2018 edition of the New Urban Tribes of South Africa Trend Briefing digital report, subtitled Consciously Diverse, which tracks the moulding of locally-influenced, yet globally-connected tribes motivated by social purpose and experience.

According to the report, Millennials and Gen-Z are driven by diversity and inclusion, therefore their interactions within society and commercial industries leans more towards diverse and inclusive brands. Through digital platforms, conversations and social movements, Consciously Diverse tribes feel liberated to express their truths and beliefs. This creates a need for businesses to understand and empathise with these value systems, not only because members are potential customers, but because they may be part of the current or future workforce.

Shifting social norms and the knock-on effect on issues of identity bring new challenges for businesses, but also new opportunities – if they understand what makes these diverse tribes tick.

The diverse tribes listed in the Trend Briefing Digital Report include:

  • The Preventionists: a burgeoning fitness tribe which includes pre-natal moms, the over 50s fit club and the ‘fit-influentials’.
  • The Cleanser: the less-stuff-more-stories mindset meets the meat-free movement.
  • The Neo Afro-Culturist: successful business owners who straddle their culture and the corporate world.
  • Femmepreneurs: globally influential women who are entrepreneurs
  • Social Media Business for Families, which include Latte Dads, millennial dads who are fully present, as well as Insta Dads and Moms: parents whose kids have a huge social media following.
  • Teenprenuers: teenage entrepreneurs.

Future tribes include:

  • The Modern Refugees: a ripple effect of years of global human displacement.
  • Ganjaprenuers: green rush, cannabis entrepreneurs which can be viewed as an investor opportunity for crop insurance companies. They might be a threat to the Pharmaceutical and alcohol industry as there is dagga pizza, dagga beer, etc.

Click here to purchase the Trend Briefing Digital report.


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