Connecting with your customers by understanding the tribes they belong to

Shared experiences – more than interests, geographies or professions – spur the formation of modern-day communities, or tribes. And optimistic millennials, often fueled by social networks, are quickest to join tribes, likely to make themselves resilient in this anxious era.

We looked at 70 brands, five industries, six social networks and survey responses from 1,020 American consumers.

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