Description of their identity
The tribe called Pre-Graduated Mindset comprises young profiles (between 25 and 34 years old) who are studying a professional career or have just finished it and are starting their working life. Therefore, they show a dichotomy between fulfilling obligations and pursuing leisure and recreational activities.
In that sense, Pre-graduated Mindset is in a constant negotiation between doing what it should and doing what it wants. Part of that negotiation is food consumption, where healthy eating is on the one hand, and on the other hand, there is the option of acquiring food that they enjoy and that does not involve preparation time.