The Rise of Microtribes
There is marketing opportunity catering for consumers seeking out communities that share their specific interests and values.
Microtribes provide a sense of belonging and identity that can be difficult to find in mainstream culture. The internet has made it easier than ever for people to connect with others who share their niche interests. Social media platforms like Facebook, Instagram, and TikTok have further facilitated this by creating algorithms that connect people with similar interests.
Consumers are increasingly rejecting mass-produced products and experiences in favour of those that are more authentic and personalised, and microtribes offer a way to connect with like-minded people and discover products and experiences that cater to their specific needs and interests.
Examples of microtribes include Foodies who focus on specific cuisines or dietary restrictions (vegans pizza lovers, gluten-free bakers); travelers who specialise in certain types of travel (adventure backpackers, luxury cruise enthusiasts); music fans who follow specific genres or subgenres (K-pop, death metal); and Fashionistas who focus on particular styles or trends (streetwear collectors, vintage clothing enthusiasts)
Specifically, consumers are moving away from mass-produced, processed foods and seeking out unique culinary experiences, such as supporting local farmers markets, trying exotic cuisines, or following specific dietary trends. Tourists are increasingly opting for off-the-beaten-path destinations and experiences that cater to their specific interests, such as adventure travel, cultural immersion, or ecotourism. And instead of listening to mainstream music, they are discovering and following artists and genres that cater to their specific tastes, whether it's a particular subgenre of electronic music or a local indie rock scene.
People are also expressing their individuality through fashion choices that reflect their unique style and values, rather than following mainstream trends dictated by fashion brands. This could involve supporting sustainable clothing brands, shopping vintage, or customising their clothing.
Marketers are increasingly taking notice of microtribes and tailoring their products and marketing strategies accordingly. This can involve creating niche products, offering personalised experiences, and building communities around shared interests.
Microtribes can create echo chambers where people are only exposed to information that confirms their existing beliefs. This can lead to polarisation and a decline in civil discourse, even leading to discrimination against those who do not belong.
Overall, the rise of microtribes is a complex phenomenon with both positive and negative implications. It’s important to be aware of both the benefits and drawbacks of this trend as it continues to shape society.
The internet and social media platforms have made it easier for people to connect with others who share their interests, regardless of their location. This has created a sense of community and belonging for people who might otherwise feel isolated. They are increasingly valuing self-expression and authenticity, and they are looking for products and experiences that reflect their unique identities.
Marketers should be aware that traditional media are losing their influence as consumers turn to more niche sources of information and entertainment. This has led to a fragmentation of audiences and a decline in mass-market products.
So, what do we need to do?
There is a need to understand the specific needs and preferences of target audiences and tailor products and services accordingly. Businesses can build loyalty and engagement by creating communities around their brands. By catering to niche markets, they can create new products and services that meet the unmet needs of consumers.
Some New Zealand brands are already catering to specific microtribes.
Kowtow is an ethical and sustainable clothing brand catering to the eco-conscious fashionista microtribe. Their clothing is made from organic and recycled materials, and they are committed to fair labour practices.
The streetwear brand, Stolen Girlfriend Club, caters to the young and trendy microtribe. Their clothing is designed to be unique and eye-catching, and they often collaborate with other New Zealand brands and artists.
Little Island Kombucha is a brewery that caters to the health-conscious microtribe. Their kombucha is made with organic ingredients and is free of sugar and artificial flavors.
Ocho Chocolate: Chocolate company, Ocho Chocolate, caters to the vegan and dairy-free microtribe. Their chocolate is made with plant-based milk and is free of gluten and soy.
Black Sheep Tours caters to the luxury travel microtribe. They offer unique and personalised tours of New Zealand, including wine tasting, helicopter rides, and private jet charters.
Across the ditch, P.A.M. (Parlour Apparel Manufacturing) caters to the skateboarding and alternative fashion microtribe. Their clothing is designed to be comfortable and stylish, and they often collaborate with other Australian brands and artists.
Also in Australia, SIR. The Label, a luxury womenswear brand, caters to the minimalist and fashion-forward microtribe. Their clothing is simple yet elegant, and they use high-quality fabrics and construction.
Black Star Pastry cafe chain caters to the dessert-loving microtribe. Their cakes and pastries are known for being creative and delicious, and they often have long lines out the door in Newtown and central Sydney as well as in St Kilda and Melbourne’s CBD.
And on the travel front, Intrepid Travel is an Australian based tour company catering to the adventurous and budget-conscious microtribe. They offer a variety of group tours to destinations around the world, and their focus is on cultural immersion and sustainable travel.
Patagonia outdoor apparel, fashion brand Gucci, and Ben & Jerry's ice cream brand are international brands, each appealing to their own microtribes.
The future of microtribes is complex and uncertain, with both potential benefits and drawbacks to consider. On the positive side, the desire for belonging and connection is likely to drive further growth in microtribes, fueled by technology that makes it easier to connect with like-minded individuals. This can create new opportunities for marketers to innovate and cater to specific needs, leading to diverse products and services.
Technology will continue to play a major role in the future of microtribes, and social media, messaging apps, and online communities will continue to evolve, providing new ways for people to connect and build communities.
While microtribes are often small and niche, there is also a trend towards the rise of "super-tribes," which are larger groups of people united by shared values or interests. These super-tribes can have a significant impact on society, driving social change and influencing political discourse.
As microtribes become more influential, there is a need for responsible leadership to ensure that they are used for positive purposes. This includes individuals, businesses, and organisations that have a role to play in shaping their future.