Sarah Britten Outlines Dion Chang’s Latest Trend: South Africa’s New Urban Tribes
In an article for Memeburn, Sarah Britten reports on Dion Chang’s one-day trend conference, Flux Trend Review, which was held at the University of Johannesburg Arts Centre Theatre last week. Britten provides a brief outline of Chang’s “12 new South African urban ‘tribes’” as detailed in his latest trend report, New Urban Tribes of South Africa:
“Why am I still being defined by my fridge?” Dion Chang, a designer turned corporate analyst, asks the audience at the Flux Trends Review — a one-day trend conference. He’s talking about LSMs, but it’s an unexpectedly apt description given the Icelandic conditions inside the auditorium (I half expected Bjork to appear on the beautifully decorated stage).
LSMs (Living Standards Measures) have been used to categorise people since the 1980s, and they’ve become outdated. As it turns out, the gadgets and appliances you own do not determine your outlook or your propensity to buy a particular brand.