Description of their Identity
The hyper-localized tribe New Locals, as its name suggests, is a group of people who, despite not originally from the south of Mexico, show that they live there because they identify with the Caribbean beach context. Many foreigners reside mainly in Cancun and Playa del Carmen as employees of restaurants, bars, hotels, and natural excursion agencies.
In this sense, the primary identity axis of the tribe is the exhibition of their life from the vacation-work binomial. That is to say, they show how their life can be compared to an eternal vacation, despite working constantly. For them, being the new locals in the Caribbean is a spectacle that blurs a little the work-rest barrier and allows them to have a quiet pace of life compared to the big metropolis.
Conversation Topics
Photos on the beach; nightclubs; work moments; discounts of places in Quintana Roo; nostalgic photos of their homeland.
Gender
54% Women, 46% 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 (Global)
Amnesia Ibiza; Ocean Nomads; The BPM Festival; Corona Beer; Marriot Cancun Resort.
What hurts or causes them conflict
Nostalgia for their place of origin is the central pain of the digital tribe. Although they show their life from the spectacular and the eternal rest, they also unveil in their digital communication the pride for their place of origin, the authentic foods of their first land, and the longing for the people present in their previous life.
Kind of Stories Consumed by the tribe
The explorer narrative is the primary driver of the tribe. They consume both products and stories that allow them not to fall into a routine, not to normalize everyday life, and to establish themselves as eternal nomads. Travel is their primary object of consumption, to the extent that they interact digitally with travel agencies, tourist destinations, and extreme international sports regularly.
Google Ads Keywords
"Cheap local tours", "Cancun music festivals", "Xcaret park", "cenotes nearby", "Quintana roo adventure coupons".
Facebook Ads Targeting
| Demographics | Interests | Behaviors |
|---|---|---|
| â˘Work - Industries: Food and Restaurants, | â˘Entertainment - Live events: Music Festivals, Dancehalls | |
| â˘Hobbies and activities - Travel: Vacations, Hotel, Nature travel, Beaches, Cruises, Tourism, Nature Parks | ||
| â˘Other interests: The BPM Festival, Cancun, Holbox, Playa del Carmen |
What social media accounts do they follow?
What podcasts do they listen to?
New Locals Consumer Tribe Lifestyle
Kind of content related to the New Locals Consumer Tribe Lifestyle
Brands and campaigns that may address this consumer tribe
