Description of their identity
The Mission Exchangers tribe comprises profiles between 28 and 45 years old who do social work in rural communities, which allows them to learn artisanal processes and stay in contact with nature. In that sense, the tribe exchanges value with society in an individual way (by not belonging to a company or collective) and seeks, in a certain way, to contribute and learn about a cause or multiple causes. Specifically, they use Instagram to showcase their new activities in each community, their expeditions and the people with whom they share or exchange ideas or objects.
Gender
75% Women, 25% 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.
Conversation Topics
Experiences in communities, learning about rural life, social work, collaboration, nature.
Brands who they follow/interact with (Mexico)
Coparmex, Secretaria del Medio Ambiente
Brands who they follow/interact with (Global)
Food & Agriculture Organization of the United Nations, Kellog Foundation, United Nations University, Sir Darius Brown, Ashoka Global.
What hurts or causes them conflict
The pain experienced by the tribe is found when they are unable to contribute positively to society. Their identity depends on experimenting altruistically in new communities, so if their projects are not involved from this perspective, they feel frustrated and, above all, that they are not fulfilling their life purpose.
Kind of Stories consumed by the tribe
This tribe primarily connects with brands and narratives that showcase humanitarian projects to which they feel highly connected. They like all kinds of narratives that have to do with nature and social justice. This is the reason for all their digital interaction: they repost content that helps to add and share important events in their stories.
Google Ads Keywords
"social projects," "contributing to the community," "responsible business," "community development".
Facebook Ads Targeting
| Demographics | Interests | Behaviors |
|---|---|---|
| Work-Industry: Community and Social Services | Hobbies and activities -Politics and social issues: Charity and causes, Community and social issues | Other behaviors: Interest in upcoming events. |
| Other interests: Rural Tourism, Rural Area, Green Peace. |
What Social Media Accounts do they follow?
What Podcasts do they listen to?
Related Lifestyle
Brands and campaigns that may address this consumer tribe:
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