Humans have always formed tribes.

In the past, our sense of belonging was strongly influenced by family, geography, religion, culture and community, with these connections shaping our identity and providing security.

But as globalisation has spread, how and why we connect has morphed, allowing us to connect with niche communities all over the world through the click of a button.

The way we form tribes may have changed, but our underlying need for belonging hasn’t.

As we have explored over the last month of belonging, modern society is full of contradictions. We have more opportunities to connect with others than at almost any point in history, yet the statistics show that many people feel increasingly disconnected.

According to the Australian Institute of Health and Welfare, 15% of Australians experienced loneliness in 2024, while a similar proportion experienced social isolation.

The Scanlon Foundation’s 2025 Mapping Social Cohesion report also found that Australians’ sense of national belonging remains relatively low, particularly among younger people and those experiencing financial hardship.

Traditional sources of belonging, such as neighbourhoods, religious organisations, workplaces and extended families, remain important but are no longer necessarily the central communities in a person’s life. For some, these connections have been replaced by communities built around mutual interests – think running clubs, gaming groups, sporting teams, music scenes, and cultural networks.

So what makes a tribe different from a collection of people who happen to enjoy the same activity?

The distinction lies in the sense of shared identity. For example, someone who runs occasionally might just enjoy the exercise. In contrast, someone who belongs to a running club may also value the friendships, camaraderie, weekly rituals and feeling a part of something.

Research into social identity helps explain this connection, with psychologists long recognising that our sense of self is partly shaped by the groups to which we belong.

A 2022 review titled ‘Social identity makes group-based social connection possible: Implications for loneliness and mental health’ found that meaningful group memberships provide shared identity, purpose, support and psychological connection, with benefits for mental health.

Which means that the tribes we create can influence how we see ourselves, what we value, how we behave and where we turn when we need support.

They also create a feeling of recognition and understanding. Within a tribe, people often share language, humour, traditions and experiences that others are not privy to.

As explored above, geography once played a much greater role in determining our social networks, with people forming relationships based around proximity – in their churches, neighbourhood, workplace or local club.

While these connections remain important, technology has made it possible to find communities around almost any interest or identity, helping people to access communities that may not be accessible locally.

However, people are still finding that physical connection is vital to their tribe experience.

The popularity of activities such as parkrun, community sport, group fitness and local festivals reflects the continuing pull to gather in person.

While the internet has made it easier to connect, it has also narrowed people into echo chambers where their political, religious, and cultural beliefs aren’t challenged. This narrowing, over time, may make it harder for certain tribes to question their views or understand the experiences of outsiders.

Communities are places where trust develops, knowledge is exchanged, traditions are maintained, and people learn to support one another.

They also provide opportunities for participation.

The 2025 Scanlon Foundation research found that 54% of Australians participate in a social, religious, civic or political group. Those who participate and experience strong neighbourhood cohesion are also more likely to report greater belonging, trust and happiness.

Therefore, these ‘tribe’ relationships matter for the health of society as a whole, helping people to feel connected to others, have opportunities to contribute, receive support and develop a sense of shared responsibility.

So while our modern society places enormous value on individual freedom and personal choice, our wellbeing remains deeply connected to other people.

And in a society where connection can sometimes feel increasingly difficult, finding our tribe may be more important than ever.

Square Holes is a cultural insight studio.

We design mixed method explorations of people and culture beyond the category,  uncovering the patterns, tensions and shifts shaping behaviour to inform strategy, inspire innovation and enable confident decisions. Our studio model brings together the right mix of thinkers, researchers and specialists for each exploration. If you’re navigating change, entering a new market, or seeking deeper understanding of people and culture, let’s start a conversation >