Petty Queens

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Keywords: Aggressive behavior; memes; luxury goods; alcohol consumption; relationships.

Description of their identity

Petty Queens is a consumer tribe of women who show themselves from the strength they have had to overcome infidelity and male rejection. In other words, they are women who position themselves socially as scorned. Therefore, their behavior is orchestrated as revenge toward men to reconstitute themselves as people. Their resilience, thus, derives from overcoming their past through an aggressive attitude toward their surroundings.

The mean relationship with men is the central axis of the members of the tribe. In their social media, many phrases denote anger for the relationships they have had with their partners. However, it is worth mentioning that these are not sentences of sadness or spite. Instead, they are contents that expose the value of their person from the contempt towards the masculine and publications that build their security from an aggressive stance towards others.

Conversation Topics

Aggressive phrases; memes; exposure of his person in a luxury context; alcohol consumption; heartbreak phrases.

Gender

100% Women

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.

Locations

Guatemala (Guatemala, Sacatepéquez, Quetzaltenango, Cobán, Huehuetenango), México.

Brands who they follow/interact with

Aldo, Ardell, Azaleia, Banda Todo Terreno, Batiste, Beauty Creations, Bershka, Celosas Cabronas, Chanel, Cielito Querido, Exatlón MX, Ford, H&M Beauty, Harper’s BAZAAR, Hyundai, Jimmy Choo, Ke Buena México, Kiss New York, L’Oréal Paris, Lure Lashes, MAC Studio Fix, Marc Jacobs, Marie Claire, Mary Kay, Maybelline, Milani, NYX Professional Makeup, OGX, Pandora MX, Parfois, Payless, Perfumerías Fetiche, Pull&Bear, Rachel Zoe, Rappi, Revlon, Schutz, Sephora, Shasa, Sfera, Starbucks, Stradivarius, Syncol, Telcel, Tous, Via Uno, Vogue Runway, W Magazine, Zara Beauty.

What hurts or causes them conflict

The tribe's pain has to do with anger about their past. For many tribe members, their past relationships scarred or hurt them to the degree that their aggressive attitude always reminds them of their past partners or, in some instances, generalizes the feeling to others.

Kind of Stories Consumed by the tribe

The tribe presents a high consumption of female empowerment content. However, unlike other tribes found in this universe, Petty Queens is less related to messages, products, and services that show empowerment from the aesthetic point of view and, therefore, is more linked to publications or brands that offer the strength of women from their intellectual capacity and aggressive attitude.