• These are people looking to commercial entertainment channels for

influence, Mainstream Tribes prefer to stick with what’s safe rather

than rock the boat. There’s little desire to hunt down underground

fashion and music – they are more than happy with readily available

‘high street’ influences. Think Capital FM and Radio One, Miss Selfridge

and Burton, Heat magazine, FHM and Nuts.

• There’s a strong emphasis on conformity across all Tribes and ages.

Siege mentality makes Mainstream Tribes wary of those standing out,

anything that’s too ‘out there’ is sure to elicit disparaging remarks –

nobody likes a show off! Yet, Mainstream Tribes are among the most loyal

of all – both to their friends (often keeping the same group from

school) and family. They’re also fiercely proud of their local area.

• Living for the moment, Aspirant Tribes know the look, music and

lifestyle they want – and will spend big in order to get it! Attuned to

what’s happening in Leading Edge circles, it’s about keeping up with

what’s cool but without all the hard work of creating it themselves.

These Tribes will be found in Student Unions across the UK, from UE to

Loughborough.

• Social butterflies, they are spending summer holidays hitting the

festival circuit – from Bestival and Secret Garden Party in the UK to

Croatia’s Outlook and Serbia’s Exit festival. Whether it’s the latest

pop-up, food truck, concept store, art gallery or nightclub, they want

to be the one to have seen it first – and post it on social media.

Experience seeking drives the Aspirant segment, and introducing the

newest fashion and music to their friendship group motivates Tribe

members.