Peers: We’re Still a Planet Of Tribes

Our most personal beliefs and habits are influenced by peers and social networks. Consumption habits are no exception. Social media tools and platforms have accentuated this, but it has always been a fundamental part of human behavior.

While marketing has traditionally looked at persuasion as something that happens as a brand-led dialogue with an individual, the reality is that peer-to-peer communications have a greater influence on attitudes and behavior. As such, the onus is on brands to understand how we interact as like-minded groups.