The consumer is in charge. That’s quite an adjustment for marketers to make as it is. So brace yourself for the punch line: The consumer no longer acts alone. Modern marketing has taught us to view consumers as individuals, to seek insights from consumers as individuals, and to communicate with consumers as individuals—as though they existed in isolation. But in reality, consumers are influenced by a complex web of interpersonal interconnections.   And in today’s world, consumers’ decisions are driven more often than not by their memberships in loose social groups that form in a manner similar to the way ancient tribes used to form. However, whereas geography and survival were the common threads that bonded together ancient communities, modern tribes are bound together by common beliefs and value systems. The reappearance of the tribe is not just a brand phenomenon. Social tribes, or cliques, in general, are starting to replace the traditional role of the family.

Christopher Graves, Asia-Pacific president and CEO at Ogilvy Public Relations Worldwide, revealed the tribe phenomenon while investigating the way young and older urbanites live in the Asian region. Our whole social fabric has endured a radical change in the past few decades. Trust in mass media and religious and political institutions has eroded and traditional structures, from job security to marriage, have broken down. As a result, previously rigid institutions have lost their authority.

In a roundtable discussion, Graves noted that China, Korea, Thailand and many other countries are approaching the tipping point of becoming older nations. “In many countries in Asia, the rate of births will plunge, while the youth segment [below the age of 14] of the population will shrink by 30 percent to 50 percent or more in the coming years.”

A powerhouse of “empty nesters” at peak earning with no children to support is surging in numbers. Yet, marketers and communicators are obsessed with youth and overlooking the greatest disposable income group of our lifetimes. “As people get more affluent and kids are left at home, they want to buy something that they find unique to them. People are not reproducing themselves, the population is getting older,” Graves said.

This lack of stability and diminished level of social interaction has revived our ancient tribal instincts. We are seeking ways to reconnect with others. Graves sees the formation of tribes as a sign of individuals attempting to assert a sense of local identity over the facelessness of globalization, spirituality over cold reality, and synchronicity over disunity.

Why, then, did this large-scale trend of aging in the Asia-Pacific region not highlighted for years?  Because the formation of tribes takes place in the region that’s inaccessible to the uninitiated. These groups would escape notice of others because the very thing that bonded them…was meaningless to those not in the group. 

As Graves questions it, “What’s going on in education? China is growing older and richer compared with India. And because China is more than half-urban, it can build massive education. If you move them to cities, you can move them to schools.”

So unless you’re in the tribe, you will likely miss its significance. That has several implications for marketers. For one, we must start to live in our brand world and hire from within the tribe. And we can’t rely on our traditional marketers anymore. The tribe, as it originates and evolves, cannot be defined by conventional segmentation techniques. Any demographic or psychographic criteria will only insufficiently capture the group’s characteristics. In order to define our tribe, we’ll have to create it.

This tribal behavior seems to fly in the face of conventional wisdom, which tells us that people are becoming more individualistic. But several researches see a connection between the two trends. Yes, people are becoming more inwardly focused, less concerned with what other people think of them. But underneath this veneer of apparent individualism lies a strong trend toward convergence.

According to Graves, these tribes of mind find each other through the creation groups and new tools that allow for microconversations. “Business leaders will need to understand that this rise of ‘social media’ is altering the way consumers and stakeholders talk and relate to each other and institutions. It is a new world of Rorschach branding, wherein consumers are ‘tagging’ companies and brands, and thus creating the brand impressions and reputations with no control from the companies themselves.”

The more intimate it is, the more the tribe can accomplish for the brand. Which leaves us with an obvious challenge: How do you make the tribe more intimate?

Guarantee of authenticity

If a brand makes a promise of performance, then it must be able to prove it. Often, the proof is in the longevity of the brand. The higher the price tag or the higher the risk involved in the purchase, the more important is the promise. Some products give long lists of their features as proofs, but good brands can achieve the same end more effectively.

Of course, if authenticity was all it was about, who would ever knowingly buy an imitation Rolex watch? That people do (though few would admit it) only shows that some brands work on much higher level of emotional charge and that some people are prepared to lie, even to themselves, to reach those levels.

One of the best examples of a brand acting as an aid to satisfaction is the label on a pair of a footwear. Simply seeing the hand-sewn, hand-stitched quality leathercraft, if we recognize the name and think well of it, can convince us that the wear will be, and is, good.

“Sustaining a brand image at the level of social expression is an expensive activity and requires a continuity of credibility over long period,” said Jose Ng Lim Jr., managing director of Regency Marketing Corp., in an interview. The company is engaged mainly in the sales and marketing of quality leathercraft and is the exclusive manufacturing exponent of Outland Comfort Footwear.

Entry costs are always high, according to him, but they rise dramatically as the intensity of emotional charge increases. And then, the higher the emotional charge, the more precise your positioning is so the more you leave yourself open in changing times.

“Outland Comfort Footwear is one of the prime movers in the local footwear industry to embrace a new emerging niche—the likely marriage of quality and comfort in one brand,” he added. Outland caters to an emerging market that demands definitive footwear that provides comfort for everyday use with a longer life span that bespeaks of quality and durability. “Whether the consumer treads the corporate terrain, struts the fahionista’s runway, or simply whiles his/her time at the malls, Outland is the footwear of choice, as it brings its cushioned and guaranteed quality in his/her stride.”

This isn’t a question of money; it is about consistency and good use of the past. We would like to think that Outland was the same as it was 14 years ago and, indeed, for some of their range, the product changes themselves may be relatively minor—Outland is about being as good as it was. But don’t be misled, the Outland’s sales and marketing team has not been sleeping.

Events, sponsorships and PR are plan of the plan for raising the ‘emotional” charge of the brand. “The link between our brand and fashion events is more than an awareness campaign,” Lim added. From slip-ons to sling backs to stylish thongs and casual shoes, Outland spells cool comfort. Its palette goes beyond garish colors with earth-friendly shades of browns khaki, beige, wheat, honey and black. With the market’s widening color preferences, Outland has broaden its color spectrum to the basic shades of red, cotton blue, pistachio and mint green.

“Outland uses only quality leather materials to suit the design requirements of every pair. From US-sourced materials, ranging from 2.0mm nubuck leather, pull-up and cowhide leathers, the meticulous attention given to material makes Outland the veritable brand that it is today. The anatomic foot bed of 1.5mm suede leather and 5mm latex midsole guarantee comfort in every stride while carefully chosen sole materials are used to ensure shock absorption. To further ensure comfort on the floor, flexible polyurethane outsole is used. Prepunched leather punches are then used as each pair is hand-sewn to perfection,” Lim explained.

While many were moved to believe that quality footwear were actually good as a result of emotional projections, many were “relaxed” in their habit by these good associations.

One-stop shopping

Malls are virtually a “second home” for most Filipinos.  A national survey revealed that around 80 percent of the population has made it a habit to visit a shopping center, with 36 million people going to the mall once or twice a month.

It is exactly this aspect for providing the needs of its target market which has worked well for the success and resiliency of Ever Gotestco Malls, an established name in the industry with more than 30 years’ experience of running the “one-stop shop” complex.  Even with the recent economic crises, Ever Gotesco Malls has maintained its number of branches around Metro Manila, its loyal patrons still intact and highly valued as members of the community or neighborhood.

Ever Gotesco Malls pioneered the concept of the “community mall” where the immediate vicinity benefits from the shopping convenience offered at strategically located branches, specifically in Ortigas, Pasig; Commonwealth Avenue, Quezon City; Monumento/Caloocan; Recto, Manila.  This year the company launches a new campaign in Ortigas and Commonwealth aimed at strengthening their brand identity, and inviting everyone to their stores with the tagline “Mag Ever Tayo.”

“When we started 30 years ago, we’ve always had the Filipino family in mind,” said Joel Go, president of Ever Gotesco Malls.  “It is important for us to be the provider of family needs, so that when they need anything, they can just go to our mall which is located right within their neighborhood or community.  They don’t have to travel far and waste valuable time, money and effort.” 

“We want the statement ‘Mag Ever Tayo’ to be present in every home that surrounds our malls,” said Chie Arao, corporate marketing manager of Ever Gotesco Malls.

“Since we are practically part of their neighborhood, we want our clients residing within the 8-km radius of the store to associate us with their essential needs such as groceries, play time, household needs, and even for various occasions such as birthdays, celebrations and other situations that take place in every home.  Ever shall always be there to provide their basic needs,” Arao explained.

Go added that another advantage of Ever Gotesco Malls is its thrust for being market-oriented, manifested through the lineup of tenants gathered to address the needs of their clientele. “We are confident to say that we have a better feel of what our market needs.  We certainly have shops with popular brand names mixed with the more affordable ones.”  For instance, in Ortigas, which is a family community composed of subdivision dwellers from Ortigas, Pasig, Cainta and parts of Rizal, we have more of family-friendly tenants, like amusement centers, play areas, entertainment areas, a big Jollibee outlet, a medical clinic and basic services, like a barber shop on the ground floor, among others.  We tailor-fit the list of tenants according to what our market needs and not just randomly assign any shop there,” he explained.

Retirees’ haven

It was an exclusive and special cocktail party as Korean retirees, residents of Camp John Hay and members of the Korean Association celebrate the 2nd Annual Korean Thanksgiving held at Camp John Hay, the ideal destination for retirees.

Camp John Hay Development Corp. senior vice president Shean Bedi led the affair, together with its special sponsor, the Philippine Retirement Authority (PRA), represented by Ethel Rupa, OIC department manager for marketing and Eric de Ausen Pati, OIC for CAR, Regions 1 and 2. Other sponsors also include the Camp John Hay Manor and Camp John Hay Golf Club, headed by Freddie Alquiros, COO for CJH Hotel Corp. and CJH Golf Club general manager, Jeric Hechanova, respectively.  

With the initiative of Bedi, Camp John Hay again toasts with and joins Korean retirees and guests in their thanksgiving, known as Chuso’k Festival, held in Korea every year during September. The said event is a special treat which Camp John Hay graciously offers as a community of kindred spirits which allows its retirees and guests bask in luxury and embrace the good life.

It was also an opportunity for Korean guests to be informed by PRA about the country’s retirement program through its Special Resident Retiree’s Visa—a hassle-free lifetime visa which offers a range of services, benefits to would-be retirees.

Lee Jung Sung, president of the Korean Association, in a testimony, said that “Camp John Hay is deeply appreciated for its continuous effort to make its residents and nonresidents feel welcome, especially retirees. An initiative to gather on occasions like this, with a visible support from the members of PRA, shows a vibrant and active partnership, as well as a caring management, of Camp John Hay that offers only the best for foreigners like Koreans.”

AdMix: The Undercover Tribe

The consumer is in charge. That’s quite an adjustment for marketers to make as it is. So brace yourself for the punch line: The consumer no longer acts alone.

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