UK tribes was created by ‘Crowd DNA’ and is commissioned by Channel 4, and it prides itself in taking its users to the “heart of young Britain”. As there is such a variety of ‘tribes in the UK, the website is crucial for brands as it helps them engage and understand members of their target audience, regardless of what sort of youths they are. The main idea of the website is for youths (aged 16-24) to take part in a short, three minute quiz, in order to be defined by a stereotypical youth ‘tribe’. Also, the website allows youths to connect with eachother and write their own comments on branding and how the media targets their particular tribes. In a quotation from the website, it stated their aim was “to create an honest, uncensored expression of young people’s attitudes and affiliations”, therefore, they cannot be blamed for any negative comments towards certain brands.
