Tribes, The Future Laboratory’s original ethnographic research series, unveils the habits of emerging consumer groups around the world.
Our Tribes reports are the culmination of months of ethnographic research conducted by our specialist researchers. Exploring the day-to-day lifestyles of influential consumers across Asia-Pacific, The Americas and Europe, these reports offer an exclusive glimpse into their homes and mindsets.
While demographics such as age, gender and income bracket were once used to segment consumers, we believe in approaching mindsets through the non-binary lens of psychographics, diving into consumers’ subconscious. What makes them buy one brand over another? Just how important is price over quality? To what extent are they living sustainably?
Download all four reports from our first ever Tribes Collection and get up to speed with the future Food & Drink consumers.
Image credit: Stedsans, Norway
We spotlight 12 consumers who are challenging the industry one meal at a time. Each have been chosen for their unique attitudes towards food, their innovative approaches to sustainability and waste, and their insights into the ubiquitous reign of convenience culture. The Tribes: Food & Drink collection, includes four reports:
: Waste Warriors
A growing number of concerned citizens are finding surprisingly simple ways to reduce their rubbish, from creating their own make-up to growing their own vegetables and connecting with like-minded people to share their possessions. Together they make up the Waste Warriors tribe.
: Low-impact Eaters
Low-impact Eaters are consumers whose eating habits are designed to reduce the negative impact of their food and drink consumption on the environment. Their behaviour is part of a wider shift that is taking hold in the mainstream food and drink market.
: The Upstreamists
Fuelled by the backlash against clean eating, the Upstreamists reject fad diets and treat food as nourishment. They believe that you can use food and drink in the same way you might use technology – to prevent health problems by upstreaming your eating habits.
: Fastronomic Foodies
Convenience is key to the Fastronomic Foodies’ way of life. They understand that food is both a source of fuel and a source of pleasure, but with time of the essence, they seek shortcuts that enable them to get the best of both worlds.
You can purchase each of the reports separately or together as The Food & Drink Collection. If you buy all four reports at once, you'll recieve one for free.
You can purchase the full collection (66 page report) which combines all four of the tribes reports in one PDF. Each Tribe report will also come with a password enabling you to unlock the original case study videos at thefuturelaboratory.com/tribes
To purchase the reports separately, please select your report from the drop-down menu and click add to cart.
If you are a member, please contact Accountmanagers@thefuturelaboratory.com directly to receive your free reports.
*This is a downloadable PDF report. Please consider the environment before printing.
Full collection (£150):
Tribes: The Food & Drink Collection
Sold separately (£50):
If you’re still hungry for more, we have more than 60 Tribes across a variety of sectors to explore at our Trends Intelligence membership platform, LSNglobal.com.
Members get exclusive access to our full Tribes series which includes original ethnographic research and films covering influential subsets of consumer behaviour. Members also get access to our full library of trends intelligence reports, including the Tribes: Food & Drink Collection.
If you're interested in finding out more about the membership, click the contact button below to get in touch with a member of our team.
LS:N Global is a subscription-based trends intelligence service by The Future Laboratory. We provide industry professionals with original research, analysis, market intelligence and qualitative insights.
Image credit: Photography by Monika Grabkowska