Technical jargon: What does "tribe" actually mean?
Target groups are too unspecific
The term "tribe" or "digital tribe" is similar. It used to be enough to talk about target groups, but today anyone who thinks anything of themselves prefers to use this term in presentations. It refers to groups of people who share common interests and are loosely connected through social media and other Internet clusters. Within a tribe, however, unlike in the past where geographic and genealogical references were prerequisites for belonging, people can allergically come together.This can be defined by clever marketers based on buying or user behavior, age, gender or whatever, and often you become part of a tribe without even knowing it. Now, as Christmas approaches, these tribes are rooting for each other again: Black Friday, Sunday sales, Christmas, sales have long since become marketing events that suggest an ideal world under the guise of the closest of all tribes, the family, and closeness to one another can become a (financial) burden because one is seduced by offers on the various platforms and unintentionally becomes part of a tribe.*Benno Maggi is co-founder and CEO of Partner & Partner. He created the section "Vom Fach" in the NZZ FOLIO and was in charge of it for years. He presents and decodes words and terms that can be used either for small talk, being important, getting excited, playing Scrabble or simply for fun.
