Tribe Two

Concious learners

The individuals within this tribe may be more likely to be at the upper end of Sequoia’s target audience age bracket. As they get older, they are becoming more aware of environmental concerns and are becoming more conscious of their own individual impact on the environment. They are generally welleducated people who are motivated to learn more about themselves and the world. As a result, they often have strong opinions but are non-judgemental and open-minded. They like to listen to others and hear different opinions as they know this will help broaden their horizons.

As consumers, this group are in a transitional period where they are in the process of making changes to their consumption as they are becoming more educated on the impacts of their purchases. 60% of younger millennials agree that recent news stories have made them begin to question shopping from lowpriced online retailers (Sender, 2020). They are focusing on small, gradual steps to a more consumption-conscious lifestyle.

self actualisation

esteem

love and belonging

safety needs

physiological needs

Figure 3: Maslow’s Hierarchy of Needs

This tribe strive for ‘self actualisation’. They are ambitious and motivated individuals who aspire to better themselves and have a positive impact.

Ambitious:

This group is made up of individuals that are always aiming to do more. They have high aspirations for themselves and their future careers and lives. 76% of Gen Z believe they are the drivers of their career and will work for their own professional advancement and 49% want to start their own business (Owen, 2019). In terms of purchasing behaviours their ambition manifests itself in their consumption patterns. These consumers strive to make decisions that are good for the planet, however they have found this difficult to do with fashion due to the limited options available. They also seek to be brand loyal, but sometimes struggle to implement this into their purchasing.

Passionate:

Technology and education have driven these individuals to be highly driven and passionate. They are being influenced by individuals such as Greta Thunberg who inspire desire for change and positive action. The presence of individuals such as this encourage a passionate reaction towards current issues in the world. These individuals are likely to be part of ‘Gen We’ who are shifting the focus from ‘me’ to ‘we’ (Owen, 2019). They portray activist qualities and use their time to educate themselves on issues they feel strongly about, such as inclusivity, diversity and the environment.

Minimalism:

This tribe have previously been quite consumption heavy, particularly when trying to figure out their style, what suits their body and what fits the best. Now they are becoming more impact-conscious and therefore want to buy less, but buy better. 35% of women reported an intention to buy fewer clothes in the future (Elan, 2020) highlighting the shift in mindset of these consumers from endless consumption to more considered purchases. One third of younger millennials also agree they have become less interested in fashion trends since the Covid-19 outbreak (Sender, 2020). These consumers are developing a deeper appreciation for quality and sustainability in timeless fashion that they can wear season after season, and adopting a ‘less is more’ attitude.

These consumers want to have a positive impact and therefore strive to make good choices. They value honesty and transparency from brands, where information is provided about the manufacturing process of the products. 68% of online fashion shoppers say they would like to have more information about where products are made (Sender, 2020). Brands that express values associated with sustainable considerations will appeal to these consumers. Marketing to these individuals can sometimes be difficult due to the value they place on personal recommendations and genuine and honest consumer feedback that they value over communications from brands that are used in many traditional paid marketing methods.

Authenticity:

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