Audience Expectations:
ASPIRANT
Aspirant:
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.
From the ubiquitous gap year alpaca jumper, to the MacBook Pro, Ugg boots and Hershel backpack, Aspirant Tribes are big consumers with strong brand affiliations. Brands trying to crack the Aspirants need to work hard to prove their cool credentials. They need to be in the right place, at the right time, with the right people – although appealing to them may be challenging, those who do are rewarded with surprising brand loyalty.
Vlogger:
Hyperbeast
Hipster
New Casual
Trendie
UK Tribes Research:
The target audience can also be considered as Mainstream. The Mainstream forms the backbone of tribal society – where most young people start out and some never leave. The key is in sticking with what you know – chart music, prime time TV, local nights out and a bit of booze.
Townies are among the most resilient of Tribes, proud to be ‘normal’ in a world of change. They want to stay local and live for the weekend, shun adventure and enjoy creature comforts – topped off with a big annual holiday with mates!