Heart-Hardened Men

Consumer Tribe: Heart-Hardened Men

Heart-Hardened Men
Consumer Tribe: Heart-Hardened Men
Keywords: heartbreaks; alcohol; friends; meetings with friends; manhood; memes. 

Description of their identity
Heart-Hardened Men are a group of men between 20 and 40 years old who relate their identity aspect to the figure of the strong man as a function of heartbreak. Their digital content reveals that they suffered a breakup at some point, making them more perseverant, wise, and resilient in the face of affective adversity.

Strength is the essential element that unites the tribe. Acquired through the difficulties of love, it enables them to claim their person, which they express through specific physical attributes (hair color, tattoos, piercings, etc.) and phrases that allude to accepting themselves "just as they are". In short, it is about building themselves as the product of a struggle that has won despite suffering.

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