Society is moving in a new and meaningful trend.
Until recently, consumers sought benefits and features of a product. Marketers and companies tried to push their products onto the consumer by displaying how it could fulfill an immediate need.
Today, things are a bit different. This new trend was voiced by Marty Neumeier in his book, “ZAG” Neumeier states, “In a marketplace of me-too offerings, people choose on the basis of tribal identity. ‘If I buy this product, what will it make me?'”
Enter Tribal Identity
Society is growing far more concerned with how they will be perceived by others and how they can change their behavior to emulate what they believe is right. As we develop our behavior, we try to group ourselves with like behavior of others. This is what Neumeier calls tribal identity. Fortunately for marketers and growing companies, news spreads rather quickly in a tribe giving a brand extra traction. Instead of pushing products onto consumers, Neumeier suggests pulling people into tribal groups. By doing so, a product can;
- Grow faster
- Display how the use of the product or service can create a positive image for the tribe
In a growing world of companies trying to earn one more dollar, be a company that stands for something meaningful, one that is driven by purpose rather than just mere profits. Strive to do what you feel is right and beneficial to the world around you.
Here at STANCE, we seek to contribute to the growth of brands that are driven by purpose. Our tribal identity displays how we try to benefit the community and the world around us. Keeping with the new and meaningful trend, STANCE markets brands to tribes seeking value and meaning, while upholding the consumer’s positive societal image.
Since everyone is now seeking to buy products and services that will uphold their societal image, this will make the process of pulling tribal groups that much easier.