Sociologists call 'neo-tribalism' a part of our Human Evolution...
Or are Urban Tribes the key to Consumer Evolution?
Or are Urban Tribes the key to Consumer Evolution?
'Neo-tribalism' is a sociological term that describes the theory that a consequence of our creation of massive societies is the movement towards tribal societies - not based on bloodlines - but on 'lifestyles'. These so-called 'Urban Tribes' are subgroups of the larger urban societies, made up of people who 'choose' to be a part of the 'tribe' based on their persona (personality)- their definition of themselves. In an attempt to identify themselves and stand out from mainstream culture, while still being supported by a small group of similar personalities, urban tribes create 'subcultures' based on various different lifestyle choices ranging from religion or philosophical ideologies to music and fashion preferences.
Punks, Emo, Hipsters, Fashionistas, etc...
and they build and develop their urban tribe as a group who supports maintaining the lifestyle and image of these subcultures.
Corporations began to see how quickly they could turn an entire group of people on to their products just by aligning their advertising with the ideals of the subculture, in what is now called 'lifestyle branding'. For example, Hot Topic is a clothing store in America that sells the stereotypical 'punk' and 'emo' and 'raver' clothing - kids can find all the clothing and accessories they need to create an punk urban tribe. Some companies develop an entire subculture around the ownership of their products, for example Apple and Harley Davidson have urban tribe fan clubs where members join together in celebration of consuming products. Lady Gaga has built a subculture of 'Gaga Monsters' - fans of her music and extreme fashion, which has created 'Gaga Monster' tribes around the world.
Companies with complimentary products often create events where a multitude of urban tribes from a particular subculture buy expensive tickets so they can gather together and talk about their interests, which further encourages buying more products. An extreme example of this is Comi-con and other cosplay conventions, where urban tribe members obsessed with video games and cartoon animation dress up in elaborate costumes and test out the latest games and comics on the market, collectively spending millions of dollars to support their personas.
More and more professional advertising companies are beginning to focus on developing product campaigns in direct alignment with subcultures, as their research has shown that once a small urban tribe accepts a brand as an identity, they create a trend which spreads, and everyone who identifies with the subculture must have the product to strengthen their persona- ensuring that the company can survive. And this is the evolution of the consumer, where buying is not based on physical need, but on the belief that we must maintain a false image of ourselves in order to feel as though we are 'special', and at the same time, feel like we 'belong'.
What is at the core of each of these urban tribes is desire to escape the reality of this world into a fantasy world - a desire to escape our responsibility for all of the pain and suffering that we allow for the majority of humanity just so some of us can get a good feeling. And in order to get the best feeling, we must continuously buy the newest add-ons to our personas, to perfect and adapt our fantasy image of ourselves. We've allowed our search for an identity and a persona to separate us and isolate us from the rest of Life. We've actually abdicated our true identities as Human Beings for a false sense of 'belonging' through something that is completely irrelevant and usually pure entertainment.
While we are worried about whether we are 'cool' and whether we 'fit in' and letting these fears become our obsession and addiction, we are ignoring half of the world's population who are struggling every day just to survive. These people are REAL, and their struggles are REAL, and we are ignoring our responsibility to make sure everyone is supported, while we are consumed with our fake and irrelevant ideas of ourselves.
The Equal Money System is the first step to Unifying all of us together through the fact that we all exist here in this Physical Reality, we all require the same physical support in order to survive, we must equally support each other in order for all of us to Live, and therefore we are never alone or isolated. Urban tribes, which are based on fear and separation will not exist -- instead people will gather in communities with same Principle, that what is best for all is best for each, and therefore all communities will be connected with each other and supportive of each other. When we are each guaranteed to be equally supported in this Physical reality, we are supported to enjoy being here - I will not need false personas, because I am appreciated for Who I really Am as a Human Being - No one will desire to escape a Reality that is Heaven on Earth.
Find out more about the Equal Money System at www.equalmoney.org and,
Find out Who YOU Really Are at www.desteni.org