Written by Michael Proman
Today, we value individual success and independence over social connections and community. We move far away from our families to pursue career opportunities and ambitions. We are constantly multitasking and have little time for social connections. Many of us live alone, making it more difficult to obtain human possessions.
We also have a hard time making friends. In a survey earlier this year, 51% of Americans surveyed said they found it difficult to make new friends. Compare this to the 1990 Gallup poll. The survey found that one-third of Americans report having 10 or more friends. In a 2021 American Research Center poll, only 13% said they had that many friends. 12% said they had none at all.
Could tribal technology be the answer?
The epidemic of loneliness and isolation is real and exacerbated by the relentless advancement of social media and technology. Technology may allow us to stay connected virtually, but excessive use of social media can lead to feelings of loneliness as people compare their lives to the carefully edited highlight reels of others. Research shows that it can increase feelings of loneliness and loneliness.
Michael Proman of Scrum Ventures
I have worked in the sports and entertainment field for the past 20+ years. The industry generally has a reputation as a net importer of innovation.
But through different perspectives of the industry, including brands, rights holders, early stage (entrepreneurial) and venture exposure, it dawns on me that the superpower this industry has is tribal in nature. is clear enough.
Sports and entertainment have the ability to connect complete strangers at scale, and that can be further accelerated by disruptive technology. This is tribal technology, the solution to the loneliness epidemic and the foundation of what I believe could be the next frontier in investing.
Tribal technology helps you find people with similar passions and provides you with the opportunity to experience real life together with like-minded people. Everyone has experienced it. When we see someone wearing a sweatshirt with the logo of our favorite sports team, we instantly hit it off, regardless of our differences.
Tribal Tech applies lessons learned from professional sports to other interests and hobbies to create community, purpose, and teamwork. It frees us from the communal couch and, together with “our buddies”, we do our favorite activities. Hitting the trails with fellow runners, making homemade pasta with other foodies, and (well, you name it) being surrounded by other fans. our political and socio-economic differences;
In particular, there are five notable areas where tribal technology can have a meaningful impact.
Traditional online dating has come to an end. Dating apps aren’t bringing couples together the way many expected. Check out the 1-year stock performance of Bumble (-60%), Match Group (-18%), and Hello Group (-28%). These “macro” online dating platforms don’t allow you to bond over passion like tribal platforms can. Rather than connecting people based on geography, tribal technology takes an interest-based approach. For example, consider dharma. The company builds and promotes curated trips hosted by the world’s most iconic people and brands. Who better to democratize this mission than influencers, athletes, and rights holders with cult-like followings? Travel, identity, and personal expression are intertwined. Fitness takes a village. Enabling like-minded strangers to come together at scale and build vibrant communities is central to one of Bandit Running’s raison d’êtres. Running is perhaps the most obvious example of tribalism. It is the most competitive yet non-competitive environment built around inclusion and encouragement, where differences are embraced. The company has masterfully designed its product line and built a robust membership model that leverages the highly tribal rise of running clubs to amplify and expand membership acquisition. Reading is becoming more shared. More than just book clubs, tribal tech companies are creating book parties that can be held on rooftops, parks, bars, and more. Participants show up with a book, commit to reading a chapter or two, and chat with strangers about what they’ve just read. These companies focus less on reading and more on having fun and spending time with bookish strangers who often become friends. People need cultural experiences. On a mission to bring more joy and belonging to people, companies like Day Breaker travel the world building communities around the ideals of health and friendship. The company works with local creators, artists, merrymakers, and pranksters in 34 cities around the world to build a grassroots movement for curated joy-based events and educational experiences. Social recreation for adults can create lasting communities. Research shows that the current population of young people is one of the loneliest generations. Loneliness peaks between the ages of 18 and 29, and activities like video games don’t help. Tribal Tech sports companies provide organized recreational sports leagues and activities for social interaction, physical exercise and fun for young people.
end of the epidemic
We all need to belong. What better way than to connect with people who share your passion? Whether you’re setting goals, looking for joy, sharing motivation and victories, or just want to get philosophical with new friends, you’ll find it with Tribal Technology. Masu.
Tribalism was and always has been in human DNA. This is how people are currently finding meaning and belonging in a world of swiping, scrolling, and loneliness, but we hope not for long.
Michael Proman is a Managing Director and Partner at Scrum Ventures and has played a key role in the Bay Area-based company’s growth and development of its first vertical fund in the sports and entertainment space. Prior to Scrum, Proman teamed up with Coca-Cola and the National Basketball Association to launch (and ultimately exit) OptionIt, a startup that increases convenience and flexibility for consumers when making purchasing decisions. ) I did.
Illustration: Dom Guzman
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