Active Couples

Consumer Tribe: Active Couples

Active Couples
Consumer Tribe: Active Couples

Description of their identity

Keywords: couples; nature; explore; couple travel; vacation; landscapes.

Active Couples is a tribe of men and women between 25 and 40 years old who identify themselves more from friendship and commitment with their partner than romantic love. They generally look for moments that allow them to love their partner and create affective experiences from recreation and fun.

Friendship is the metaphor that explains their identity and perception of their affective relationships. It is about thinking of the other as a life partner, as an ally in the search for new experiences. So the break in the couple's routine appears most in their digital activity: nature trips, couple photographs of extreme or sporting situations, moments of exercise together and panoramic views without the romantic hyperbole.

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