When did ‘tribe’ become the new marketing flashword?

 

‘to become an influencer you need to build your tribe’

‘come join my tribe!’

‘we are a tribe of like minded people’

 

I mean, I understand it. Tribe is a strong word. It’s emotive. Primal. Evokes the feeling of deep belonging on a fundamental level. Of having a place, a family. I hear it and I imagine sitting around a camp fire with ju