UK Tribes Research

According to the UK Tribes Website, UK Tribes was created in 2005, when Channel 4 commissioned Crowd DNA to run a project called TV Glue, which looked to measure how TV could remain a unifying source in the midst of media fragmentation.

One small aspect of this project looked at youth culture and offered a tribal breakdown based on the social glues (music, sport, fashion, technology etc) around which young people gather. This is how UK Tribes was born.

The main social groups can be broken down into different tribes with five main categories that are broken down even further into smaller sub-categories. There are currently 25 different tribes in total. These are:

Aspiration Mainstream:

• Trendies
• Rahs

Mainstream:

• Ravers
• Townies
• Chavs
• Boy Racers
• Sport Junkies
• Street Rats
• Casuals

Urban:

• Get Paid Crew
• Blingers
• DIYers
• Trackies

Alternative:

• Gamers
• Emos
• Scene Kids
• Skaters
• Metalheads
• Young Alts

Leading Edge:

• Hipsters
• Geeks
• Craft Kids
• Indie Scenesters