Description of their identity
The Post-graduate Way tribe comprises young profiles, which have the stage of educational training in common: They are at the final stretch. They are both men and women who are enunciating themselves from where they are, which metaphorically is the exit line to the labor immersion and, in the best of cases, the professional growth and the development of a good adult personal life.
They build their identity by letting others know the short- and medium-term goals they are conquering, which they publish in digital media as symbolic recognitions and certifications. Getting their first job, a salary increase, and starting post-graduate studies are events they mark on their timeline, allowing them to present themselves as productive people who contribute to society.
Conversation Topics
Graduation; starting working life; seeking professional success; partner; family; aspiration to travel; social awareness.
Gender
37% Female; 63% Male.
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)
Expansion, Fiesta Americana, UNAM, CitiBanamex, Volaris, OCCMundial.com, Forbes Mexico, Telcel.
Brands who they follow/interact with (Global)
Netflix, Buzzfeed, Spotify, Toyota, Ford, Forbes, Telcel, Starbucks.
What hurts them or causes them conflict?
Failure in the professional arena hurts the most for the members of this tribe. It's not just about finding themselves inexperienced or incapable and what that may do to them, but also about disappointing the expectations their close network -family and friends- has placed on them. Therefore, even if they face a difficult situation, they maintain a discourse of self-improvement and fulfillment of objectives not to appear defeated.
What kind of stories do they consume?
The narrative style that attracts them is the one that tells the trajectory of the heroic figure. One that focuses on an individual character who, along a specific path, faces difficulties they overcome to reach a goal finally. This tribe identifies with the hero's character, revitalizing their spirits with the promise of victory once the obstacles are overcome.
Keywords for Google Ads campaigns
"successful entrepreneurship", "how to start a business", "itesm graduates", "unam graduates", "profitable business".
Facebook Ads Targeting
| Demographics | Interests | Behaviors |
|---|---|---|
| ā¢Education: Undergrad years | ā¢Family and relationships: Family, Friendship, | |
| ā¢Other interests: Graduation, Volaris, OCC Mundial, Telcel, Starbucks, Undergraduate Education, |
What social media accounts do they follow?
What podcasts do they listen to?
Post-Graduate Way Consumer Tribe Lifestyle
Brands and campaigns that may address this consumer tribe:
Mitchell Clark/cdn.vox-cdn.com/uploads/chorus_asset/file/13292779/acastro_181017_1777_brain_ai_0002.jpg)
