The Blurred Lines Between Tribes
We are more connected then ever, and more so everyday. This has polarizing affects on the marketplace. On the one hand, tribes of people become hyper-focused, pared down to the smallest of niches (You could probably get some traction with an email newsletter for left handed, bald, DC Comic book collectors in New England.) On the other hand, the dividing line between tribes is blurrier than ever. One person fluctuates between one niche and the next, often with little or no correlation.
Best practice in communications tells us to target our messages to the narrowest slice of an audience. However, we can’t make the mistake that we are only speaking to this narrow group. When you speak to a group of Mountain Dew drinkers, they won’t all be adrenaline charged teenage males. When you speak to a group of “The Bachelor” fans, they won’t all be drama-loving females.
In the church, when you speak to a group of Christians, they won’t all be the same. Not everyone belongs to the same niche tribes. They don’t all listen to the same “Christian” music. Not all of them will be straight. Not all of them will be Republican. Not all of them will be rich, poor, educated, upper class, middle class, white, black, Hispanic, literate, married, single, or divorced.
Know who you’re talking to. But remember, you won’t always know who you’re talking to.