Consumer’s tribes and subcultures.

We can say that tribes are divided in kinds of subcultures.
Talking about an actual mature and aware consumer, the action of consuming becomes ethic, a way of society participation due to personal values and ideals. A choice that differes them socially. In this manner, consumers segments themselves in tribes, groups that are identified by products/brands choices. It means values, ideals.

E.g.-selling action that can divide consumers in tribes identificated by personal values and society participation:
Sunking, a label set up by foreign designers, but based in London and Rio. Their products are sold across Brazil, Canada and Europe in boutiques and inter-net. Brazilian images are printed onto clothes in innovative, imaginative ways. The label also supports Cancer research UK and The Brazilian National Cancer Institute.

* Brands more intimate and closer. To consumers focus on "tribes". They interact with kinds of consumers subcultures.