Description of their identity
This tribe comprises stay-at-home moms with children between four and twenty-one. Although, like many other mothers, the members of this tribe constantly exhibit activities with their children, the message behind their publications transcends the role of mother to one of educator, guide and judge. For Coherent Mothers, being a mother means thinking about their children's education regarding general well-being, nutrition, health, culture and values.
The tribe is self-characterized by its awareness of the problems that involve children on a social level. Their social media function as the manifesto of their commitment to improving the conditions of injustice, thus increasing the moral value of their role. Defending children's rights is a relevant and close issue for them. The part of the mother guide is repeated throughout the tribe as the predominant and most valued role. However, these women also express their professional achievements, friendships and life as a couple.
The role of the mother transcends the care of their children and becomes a benchmark for life evaluation. They denote their appreciation for justice, such as the actions of people who seek to protect animals, the environment or minority groups. They express concern for the problems faced by children in Mexico and the world, such as poverty, marginalization and violence.
Topics of conversation
Children; social issues; parenting tips; love of family; advice for mothers; encouragement; family activities and religion.
Gender
100% women
The gender information comes from the metadata of the study conducted. It does not define the identity of the users, other genders are not excluded.
Brands who they follow/interact with (Mexico)
Cultura Guadalajara, El Universal, Papalote Museo Del Niño, Bonafont.
Brands who they follow/interact with (Global)
Kellogg's, Costco, MAC Cosmetics, General Mills, Oreo, Doritos, Pizza Hut, Dominos, Lay's, KFC, Snickers, Pringles.
Related Social Media Hashtags
-#maternidadconsciente #crianzarespetuosa #crianzaconapego #mindfulparenting #motherhoodrising-
What hurts them or causes them conflict?
The anecdotes, opinions and criticisms about parenting that the Coherent Mothers share with their followers have a common goal: the search for control and unity in the face of chaos at home. The world is seen from a broad, complex and unfair perspective; controlling chaos from their immediate sphere gives these mothers a sense of order and unity.
What kind of stories do they consume?
They respond to products and spaces where their children can grow and develop to their fullest potential. They follow brands and consumer goods that communicate their ethics or interest in improving the social impact of their products.
Keywords for Google Ads campaigns
"mom tips", "mother friend woman beauty tips", "babies", "newborn baby care", "innovative products for moms".
Facebook Ads Targeting
| Demographics | Interests | Behaviors |
|---|---|---|
| •Parents: All parents | •Family and relationships: Family, Motherhood, Friendship, Parenting | |
| •Relationship: In a relationship, Married, Engaged | •Hobbies and activities - Politics and social issues: Charity and social causes, Community issues | |
| •Other interests: Mindful schools, Martha Debayle, Bonafont, MAC Cosmetics |
What social media accounts do they follow?
What podcasts do they listen to?
Coherent Mothers Consumer Tribe Lifestyle
Brands and campaigns that may address this consumer tribe:
License Global
