Communities

Profiling values-driven consumer groups and uncovering influential subsets of consumer behaviour.

Women Who Play

As gaming continues its advance as a key tool for consumer engagement, women gamers are now demanding their share of the spotlight

Communities

Neo-collectivists

As we move from an individually minded society to a collective one, we meet the community championing new ways of sharing, caring and collaborating

Communities

Deprogrammers

Rejecting traditional education, this global youth community are using digital platforms, virtual tools and DIY content to educate, teach and liberate themselves

Communities

Regenizens

Meet the community-focused citizens who are reframing their relationship with consumption to be not just more sustainable, but also regenerative and ethical

Communities

Diet Hackers

Consumers entering a post-functional relationship with food and drink are seeking to build resilience and find balance

Communities

Fastronomic Foodies

For Fastronomic Foodies, food must be convenient and high quality. Meet the tastemakers who prepare, replace and source the best ingredie...

Communities

Party-totallers

Tired of a culture that normalises inebriation and places alcohol at the centre of every event, Party-totallers are shunning the shots, beer and ...

Party-totallers : The Optimised Self : Non-alcoholic

Communities

Beauty Mavericks

The Beauty Mavericks have gone their own way, creating their own products and services to cater for their specific beauty needs.

Inclusive Beauty : Neutral Culture : Curl Power

Communities

Holistic Athletes

A desire to balance their minds, meals and bodies as well as their skin keeps Holistic Athletes looking as good as they feel.

The Optimised Self : Fitness : Wellness

Communities

Waste Warriors

Motivated, disciplined and inventive, Waste Warriors around the world are doing everything they can to clear clutter from their lives and reduce ...

Waste Warriors : Claire Sancelot : Erin Rhoades

Communities

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

Communities

Kidpreneurs

Ambitious and fearless, this subset of Generation Z knows exactly what they want in life and are willing to work in order to get it.

Kidpreneurs : The Junior Atelier : The Chief Lemonade Officer

Communities

Live Streamers

Live Streamers live their lives through the lens of Periscope, sharing their thoughts, their talents, even their daily dog walks, with thousands ...

Live Streamers : Periscope : Consumer Tribe

Communities

The IM Crowd

Email and phone calls are outdated forms of communication in the eyes of the IM Crowd, which prefers to keep in touch through instant messaging (...

Teenagers : Instant Messaging : Consumer Tribe

Communities

Sixth Continent Luxurians

The Sixth Continentals are the restless, borderless luxurians who are reshaping the luxury sector to fit their peripatetic needs in countries and c...

Consumer Behaviour : Lagos : New York

Communities

Ascetic Luxurians

High-minded individuals seeking meaning and fulfilment, Ascetic Luxurians are a privileged set who shun the brand fetishisation and buy-it-all thin...

London : Sydney : New York

Communities

New Indian Tastemakers

As more consumers in India become connected to the internet and plugged into what’s new in fashion, food and lifestyle, a new wave of influencers...

Consumer Behaviour : India : Bloggers

Communities

New Beauty Consumers

Beauty, it is often said, is in the eye of the beholder. For five key consumer tribes with very different views about global beauty, this saying ...

Grooming : Consumer Behaviour : Beauty Routines

Communities

The New Value-seekers

As traditional career paths fracture and disintegrate, young people are increasingly turning to other means of making a living. Harnessing the pow...

Collaborative Economy : EatWith : Smartphones

Communities

The Identity Sharders

In the age of social media, the injunction to just be yourself has taken on a new meaning. People are adopting multiple identities and reaching ne...

Social Media : Facebook : Instagram

Communities

FABs

Today’s FABs – 50-plus affluent businesswomen and professionals – were born into a time of unprecedented economic growth and new-found peace. These...

FABs : Luxury : Baby Boomers

Communities

Shanghai Singles

Unmarried women in their late twenties or older are often derogatorily called sheng nu or ‘leftover women’ in Chinese society, implying that they’v...

The Girly Girl : Dafang Chai : The Multi-Tasker

Communities

Hijabistas

A new breed of fashion innovators is blazing a trail for modesty, creative flair and business sense. Dubbed ‘hijabistas’, these women are homing in...

Chanel : Muslim : Feminism

Communities

Amortals

As they approach, or even sail past the traditional age for retirement, some Boomer and Generation Jones men are refusing to slow down. I...

Bleisure : Catherine Mayer : Anti-Aging

Communities

Athena Woman

Career success and increased spending power are giving rise to a new breed of highly educated, affluent and entrepreneurial woman. These women exud...

Community : Fang Yuan : Courtney Sklar

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