September 3, 2005 | By Peter Bihr |
Today I’ve heard a speech by Sydney Morning Herald’s Hugh Mackay, who made quite a few interesting points. He’s a psychologist, researcher and author, and let’s face it, not exactly young. Being the prejudiced mate I am, I was really surpised when he showed pretty good understanding of “the under-30s”.
One point, if not too new, was really well developled and still is underestimated quite often: Tribalism.
Yeah, it does get quite some attention in the marketing world, mostly when it comes to developing brands. But besides that – and I really liked that idea – Hugh pointed out, that tribes sort of substitute families, which are more and more fragmented. So instead of relying exclusively on their families, and with a strong trend towards single households, people choose their own family over their default families. These friends/ networks/ tribes replace their families and serve everybody’s needs to be gregarious and sociable.
Instead of the usual rant, though, Hugh chose a pretty positive appropach to this trend. They realize, more and more, that the most valuable thing they have in this world, is each other. Nicely put, and actually not quite untrue.