Communications Tribes: Breezy Believers

Marketing has always played on emotions in various ways and to different degrees, but the rise of ‘clickbait’ – content designed to drive traffic and engagement – has created a tendency towards an online environment dominated by the salacious and the emotive.

Many of the stories, videos, and images we see online are perfectly crafted to elicit strong feelings, imploring us to make a quick judgement about who or what is right or wrong. Our friends and family amplify these feelings, asking us to share content, donate money and sign petitions.

Social media has also heightened the ability of images to influence our opinions. The image of Alan Kurdi, the Syrian toddler found dead on a Turkish beach, was beamed around the world in a matter of hours, generating an outpouring of pity and bewilderment.

Yet, this pace of distribution also creates the potential for images to be doctored or taken out of context, thereby misdirecting our emotions. As Jonathan Swift wrote, ‘falsehood flies, and the truth comes limping after.’

Members of our final segment are quick to make up their minds when they are presented with affecting images or stories. Breezy Believers tend to rapidly form opinions based on what they read online (47% compared to 23% nationally).

For this group, a first glance is often enough to fully understand a situation. Perhaps as a result, they are also the least likely group to say they like to hear a range of opinions before making up their minds. They tend not to be interested in the source of information they’ve heard or read and wouldn’t feel especially confident in knowing where to go if they did want to find out more.

Breezy Believers infographic

Find out more about the Communications Tribes:

  1. Snappy Socialisers
  2. True-World Traditionalists
  3. Confident Calculators
  4. Self-reliant Sceptics
  5. Breezy Believers

Read the full report here

Find out which tribe you belong to by taking our quiz!