Dion Chang’s New Urban Tribes of South Africa shows how trends analysis is a useful tool in determining how consumers push the marketing agenda, or aspire to acquire certain goods and services.
Bruce Dennill of The Citizen observed Dion Chang’s analysis, and asked him a few questions about how to spot trends and tribes, and which “boxes” to tick. New Urban Tribes of South Africa is available as an eBook from Pan Macmillan.
Dion Chang’s new e-book New Urban Tribes is, not at all sur-prisingly, inspiring some strong reactions from observers.
“The biggest reaction I get,” grins Chang, “is from people who can’t find themselves on the list.
“But I reiterate: these are new tribes; groupings that are just popping their heads above the parapet. That reaction says that people want to be boxed.”
The “boxes” determined by Chang and his team in New Urban Tribes are as follows:
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Years on from the birth of the Rainbow Nation, South Africans can no longer simply be categorised as black, white, coloured or Indian. Old stereotypes have been replaced by a new cast of colourful characters that approach life, love and brands from very different perspectives.
Influenced by both global cosmopolitan culture and traditional belief systems, contemporary South Africans are complex, three-dimensional people that cannot be accurately described by traditional demographic segmentation models. This presents a challenge to brands: who are they selling to, and what do their prospects want?
New Urban Tribes of South Africa identifies and brings to life in vivid detail twelve distinct new urban tribes contributing to South Africa’s economy.
In New Urban Tribes of South Africa you will discover:
- How to identify each of South Africa’s twelve tribes – how they dress, where they live and what they buy;
- What each of these new tribes want – what drives, motivates and fulfills them; and
- How brands and marketers can connect with each of the new tribes on a deep, meaningful level.
New Urban Tribes of South Africa will be available as an eBook only, through Amazon.com, Exclus1ves.co.za and Kalahari.com.
About the author
Dion Chang is an innovator, creative thinker and visionary. He is a sought-after trend analyst, and while his feet remain firmly planted on African soil, he uses a global perspective to source new ideas, gauge the zeitgeist and identify cutting edge trends. He is the author of The State We’re In: The 2010 Flux Trend Review, published by Pan Macmillan South Africa in 2010.
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