Tribal Londoners

Leo Burnett has today released findings from its project into Londoners. Called London Tribes, it provides geodemographic data of every household in the London TV area. The 11 million Londoners have been categorised into 11 “tribes”, and 40 sub-tribes. These tribes combine attitudes, behavioral patterns and lifestyles of the tribes. The aim of the research is to provide an accurate targetting tool for London.

Tribes range from the Golden Achievers, the highest caste tribe, who tend to live in rural leafy areas, satisfied with their position in life they mix with other “People Like Us”, to one of the largest groups, 13.4% of Londoners, the Articulate Metropolitans, who are the style conscious Londoners who appreciate theatres, art and literature. They move around to the “in” areas, such as Islington or Brixton and watch the Late Show.

Other groups are the Working Class Die-Hards, 13% of Londoners; these are the people who descend from long lines of working class families and miss the old days. These are most likely to die out, along with the Ethnic Kinsmen. The largest groups of Londoners are Cul-de-Sac Provincials, 13.6%. These are the typical middle class of John Major’s Britain. Disgruntled Townies are the group who suffered most from the recession, who enjoy a “night down the local”, and believe they are paying most for the country’s economic problems.

For full details on the tribes, and of the qualitative research, contact Kate Lynch, Leo Burnett. 071 836 2424.