Female Power

Consumer Tribe: Female Power

Female Power
Consumer Tribe: Female Power
Keywords: gender equality; friendship; travel; family; women's rights; feminine identity; social awareness.

Description of their identity

This tribe includes female profiles between 20-50 years old who show themselves in their digital media with an attitude of empowerment from realizing multiple activities. These activities respond to their desires and initiatives, and among them are trips, outings with friends, family moments and female empowerment from the professional point of view.

They use their online platforms to show themselves from their different spaces: work, family and the one they dedicate to themselves by travelling alone or in the company of friends. Also, their presence on digital platforms is characterized by exposing women's value beyond their relationships with men, showing reprobation of gender inequality and violence. Hence, the links between women are precious to them as spaces for re-signifying their feminine identity.

For Female Power, social encounters between women are the central axis from which they distinguish themselves from others. In this sense, they construct their identity from publications highlighting activities that make their friendships possible, such as trips, breakfasts and other recreational activities.

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