Description of their identity
Positioned from the hegemonic masculinity, this tribe comprises men of all ages who articulate their identity with violence, strength and courage. These profiles always highlight their physical attributes (representing strength) and violent attitude in the face of adversity.
The configuration of women as sexual objects is the central axis of their attitude. For them, power is not only measured from the economic or physical point of view but has to do with the consolidation of the male model based on the sexual relationship with women. That is why their digital communication is plagued with images that portray women only from their physical attributes, a misogynist discourse in the form of jokes, and linking all the products they consume as shortcuts to attract and seduce féminas -"females" (word used among tribe members).
The word *Macho* denotes or exhibits pride in characteristics believed to be typically masculine, such as physical strength, sexual appetite, violence, and misogyny, among others. In Mexico, it is mainly referred to men who still believe in the traditional gender roles in which the man is the predominant gender and women should only serve as sexual objects and homemakers.
Conversation Topics
Soccer; business; national and international news; sexist jokes and memes; car pictures; alcohol and drug use.
Gender
100% Men
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)
Bimbo; Tecate; Ke Buena (radio station).
Brands who they follow/interact with (Global)
Walmart; Corona; Buchanans; Lamborguini, Yamaha, Trojan; Mercedes-Benz.
What hurts them or causes them conflict?
The consolidation of masculinity based on economic success is what most "hurts" the members of this tribe. From their ideal, their masculine identity depends on their rough and violent attitude towards their surroundings and the economic capital they can build. So most of the profiles create their macho figure from aspirational or fictional (car renderings), a symptom of lack.
What kind of stories do they consume?
Machos Alpha is a tribe that needs material and economic capital to be fulfilled. Power for them is portrayed from the amplitude, so if a brand or product wants to have an affective bond, it must show a semiotic link to domination, ostentatious luxury and individual recognition of the person (the most macho).
Google Ads Keywords
"luxury car photos" "women photos" "phrases with cars" "luxury car photos" "women photos" "phrases with cars" "luxury car photos" "luxury car pictures
Facebook Ads Targeting
| Demographics | Interests | Behaviors |
|---|---|---|
| -Entertainment - Live events: Bars, Nightclubs | ||
| -Food and drink: Beer, Distilled beverage, Wine | ||
| -Hobbies and activities - Vehicles: Automobiles | ||
| -Other interests: Corona (beer), Walmart, Yamaha, Mercedes-Benz |
What social media accounts do they follow?
What podcasts do they listen to?
Machos Alpha Consumer Tribe Lifestyle
Brands and campaigns that may address this consumer tribe:
