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Meet the Tribes...

Meet the AV:IDs...

What We Know

Black Friday 2018November 2018

Introduction Originating in the US, Black Friday traditionally follows Thanksgiving and is widely considered to mark the beginning of the Christmas shopping season. Over the past few years Black Friday has firmly cemented itself as…

The Circle ReportNovember 2018

According to our Tribes, The Circle was more of a social experiment than a reality show Amongst the majority of our Tribes who watched The Circle, the strongest impression was that the series was more…

Suzuki and All Star Driving School

Season 2 maintains interest amongst Followers of the show Followers have a positive feelings about Season 2 of All Star Driving School, citing it as funny, entertaining, and interesting. Unfamiliar guests also keep the show…

Aspirations and DreamsNovember 2018

Majority of Tribes have a flexible approach towards live At a time in which employment is precarious, wages feel low and – in light of Brexit – general economic uncertainty, 16-24 year olds today have…

Youth Exploration – getting to know the Tribes

A typical week for the Tribes involves a careful balance of working, socialising and chilling Work time – The general structure of their week is determined by their lifestage and work/study, whether that’s at college, university or…

Brexit and the high streetNovember 2018

the Brexit landscape: Tribes feel bemused, angry and resentful The issue of “Brexit” has left the majority of Tribes with negative feelings about the UK’s decision to leave the EU as they question what it…

Nike ‘Dream Crazy’ AdvertNovember 2018

Nike’s brand values speak to high performance and inclusivity At a functional level Nike is known for its street-stylish, quality sportswear products, and the high production value of their marketing campaigns, the latter of which…

Summer: Work, Friends and Fun in the SunSeptember 2018

Summer is the perfect time to catch up on ‘me-time’ Summer is the perfect time for Tribes to re-evaluate life goals and get up to speed with all the fun stuff they’ve missed out on…

Lunchtimes

What’s for lunch?  While Tribes have a wide range of food preferences and eating habits, their lunch choices are dictated by their circumstances e.g. leftover food from a wedding to working in a canteen. A…

Brand Love Letters

Introduction We asked our tribes to write a love letter to their favourite brand at the moment, or maybe their favourite brand from the past that isn’t quiet the same. The Tribes wrote as if…

Data PrivacyJune 2018

Introduction Data privacy has been a hot topic in 2018 so far, with the Cambridge Analytica scandal making global news and a change in privacy laws through GDPR coming into play in May. We asked…

CharityMay 2018

an overview of the charity landscape tribes give more generously and carefully to charities Since the last UK Tribes charity report in 2014, notable differences can be seen in young people’s views and attitudes towards…

Map Your Apps Is Back!May 2018

Our tribes’ social universe As the apps market continues to become more saturated, it’s clear that Tribes are continuing to add to their already existing expansive list of apps. Amongst the apps that Tribes make…

Worst ever date has to be going to the zoo. It got VERY messy, poo everywhere, giraffe spat on my new jumper, terrible


H&M and Its Controversial AdvertMarch 2018

In early January this year, an H&M advert caused huge controversy when a photograph was released of a young black child wearing a green hoodie with the phrase “Coolest monkey in the jungle” emblazoned upon…

Bodyform Breaks The Taboo Around PeriodsJanuary 2018

Up until 2016, a real life sanitary pad had never been seen in an advert before. Bodyform changed that with their revolutionary ‘no blood should hold us back’ campaign. One year later, Bodyform are challenging…

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