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Pan Macmillan

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Dion Chang Clarifies the Term “Urban Tribe” in Conversation with Steyn du Toit

New Urban Tribes of South AfricaIn an interview with LitNet’s Steyn du Toit, trends analyst Dion Chang describes his latest book, New Urban Tribes of South Africa, as “part anthropological essay and part marketing tool” and expresses his belief that the book will inspire a better understanding of difference in our society. Chang also clarifies his use of the term “urban tribe”.

You are known for wearing various professional hats. What would your profession be?

I’ve settled comfortably in the trends analysis/forecasting space. It fulfils my ever-curious nature and fascination with shifting social dynamics and human behaviour.

What is it about trends you think people/consumers find so attractive?

We are at an incredible crossroads of change – at the threshold of a new world order. You see it in tried and tested templates of business all fast becoming obsolete or inappropriate for the 21st century, so people are looking for answers – and trends are a means of navigating uncharted waters.

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