In his 2004 book The Long Tail, Wired’s Editor-in-Chief Chris Anderson discussed a modern paradigm shift fueled by the internet: a movement from scarcity to virtually unlimited choice. Whereas the 20th century was defined by mass hits, he argued that the 21st century is about selling less of more.
Interestingly enough, another phenomenon has recently emerged on the heels of the long tail. Driven by our innate human desire for social connection, we are beginning to cluster around our unique preferences, giving rise to the “long tail tribe”.
Whether united by genetics, shared beliefs, locations, interests, or desires, these conditions have given rise to the “long tail tribe” along with new technologies to serve these new microsegments.