Act in such a way that you always treat humanity, whether in your own person or in the person of any other, never simply as a means, but always at the same time as an end.

Kant, I. (1785); Thomson, M. (2008), p.100

'Tribe' used to denote racial kinship. It is now used to suggest communicational relatedness, signified by semiological cults spread across the globe.
We are using our tribal identities to defend ourselves against others' mass communications and to produce ours.
Tribe and identity underpin our scales of socio-economic and cosmological status. These scales advocate values of brand-tribes. They promote particular world-paradigms under some of which we are cognitively, inherently bound.
As consumer-designers, hardly of one tribe for too long, we are all at a state of war with foreign impositions upon our personal jurisdictions of consumption.