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ANTROPOMEDIA EXPRESS

The Encyclopedia of Consumer Tribes
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Consumer Tribes
Consumer Tribes
Consumer tribes are naturally occurring groups where tribe members identify with one another through shared meanings, experiences, and emotions. At Antropomedia, we have been compiling since 2011 the different collective representations with which audiences, consumers, or users identify themselves based on shared affinities. This information has shaped a complete compendium of digital tribes that helps in any market segmentation process.
Bonding
Bonding
Bonding is a type of experience that allows us to understand those consumer tribes that have their raison d'être based on the connection with the other, be it from the affective relationship (as a couple), friendship, or family.
Consumer Stats
Consumer Stats
Make better decisions using this database of global statistics on consumer habits, preferences, and trends. The statistics presented come from specialized sources.
Creative Inspiration
Creative Inspiration
We search for and collect the best ideas applied with the objective that they can serve as inspiration for creative campaigns, innovation, or experiences that add value for the consumer tribes.
Leisure
Leisure
Leisure experiences refer to the consumer tribes that build their identity from searching and experimenting with playful moments. It is about those ways of life where people consolidate their identity from the moments of distraction they spend in collective, the entertainment media they consume in digital channels, sports, and the moments of leisure that take place on weekends.
Social Awareness
Social Awareness
Social Awareness comprehends the experiences that allude to the tribes that build their identity from their connection with social causes. It is a lifestyle defined by a devotion to fighting social injustices, helping others, joining political campaigns, making social injustices visible, and expressing their non-conformity with the unfair conditions in which they live.
Personal Aesthetics
Personal Aesthetics
Personal Aesthetics comprehend the experiences that allude to the consumer tribes that build their identity from their connection with aesthetic environments and their concern for beauty. It is a lifestyle that, to consolidate itself, attends fashion events, maintains an exercise routine, consumes the most current trends, values landscapes that beautify or adorn the individual, and manifests a constant concern for taking care of personal aesthetics through makeup or digital filters.
Travel and Outdoors
Travel and Outdoors
Travel & Outdoors is the name of the human experience that refers to the consumer tribes that build their identity from traveling. This experience represents a set of human networks with a "nomadic" way of life: those who seek to overcome the sedentary lifestyle to take a break from the city.
Ecology and Sustainability
Ecology and Sustainability
Both ecology and sustainability are experiences that relate directly to the crisis of climate change, resource scarcity, and predatory economic models. Tribes that relate to these experiences choose to consume products and services that, while not solving the problem, at least promise not to make it worse.
Retail and Shopping
Retail and Shopping
Retail and Shopping is the name of the human experience that encompasses tribes that build their identity from the constant consumption of material objects. In other words, it is a lifestyle that allows people to orchestrate their daily lives from a latent expectation to obtain the latest online products to follow the most current trends and material objects that surround everyday life.
Avatar
Avatar
An avatar can be defined as ‘an interactive social representation of a user’ or an instrument of co-presence or a mediated encounter between networked subjects. The struggle to build an avatar and create a sense of belonging then gets acted upon through the engagement with consumer culture, an association with brands, types of music, and material possessions in order to achieve affinity with others.
Learning and Teaching
Learning and Teaching
Learning & Teaching includes the experiences that allude to the tribes that build their identity from the learning and teaching processes. It represents a lifestyle where people are concerned about recurrently enrolling in digital courses and academies, attending conferences or congresses in their field of study, and, where appropriate, teaching in schools and universities.
Technology
Technology
We understand technology as the network and system of cultural knowledge that makes up a series of practical applications that allow adapting one or several biological species in different environments. Technology-related experiences refer to how tribes construct identity narratives using technological developments.
Business
Business
Business experiences relate to consumer tribes that have their raison d'être from the professional career they build over time. In other words, it is a lifestyle that depends on people sharing their professions, showing their successes in the company where they work, revealing their economic status, and relating their personality to the figure of successful business people.
Culture
Culture
Culture comprehends the experiences that allude to the tribes that build their identity from their connection with artistic backgrounds. It is a lifestyle that likes to visit museums, walk through historical centers, appreciate the typical architecture of a place, value the gastronomy from its locality and history, and appreciate cultural goods such as music, digital arts, painting, literature, and dance.
Religious / Spiritual
Religious / Spiritual
Religious / Spiritual includes the experiences on which the consumer tribes build their identity from their deep anchorage with a system of religious, spiritual, and philosophical beliefs or certain meditation practices or reflections of the self. In other words, it is a lifestyle that highlights moments of prayer, gratitude, joy, and situations that enable meditation and personal deepening.
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