Sublime

By tribes, we refer to what is essentially a tight-knit support community. Members of a tribe have shared goals, values and interests. But that doesn’t yet capture all of why we are interested in tribes over other types of communities. Beyond the shared interests (which is something we also find in firms, unions or clubs, for example), a tribe is c... See more

Everyone belongs to a tribe and underestimates how influential that tribe is on their thinking. There is little correlation between climate change denial and scientific literacy. But there is a strong correlation between climate change denial and political affiliation. That’s an extreme example, but everyone has views persuaded by identity over pur... See more

The Internet empowered consumers to find their tribes. They choose which content to interact with, they tailor their media based on their real friends, aspirational friends, values, aesthetics, etc., they share their opinions on global platforms and they seek out the products, people and brands that align with their view of themselves.