Pro Diversity

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Keywords: Tolerance; plurality; equality; nightlife; social emancipation; social marches; community causes; LGBT.

Description of their identity

This tribe comprises men and women (from 20 to 40 years old) who openly express their sexual preference (homosexual) and discourse of tolerance towards the different ways of life that can manifest themselves in the 21st century. Not all profiles are considered homosexual, as some heterosexuals position themselves from the same plural and multicultural discourse.

The acceptance of diversity is the central axis that unites this tribe. Beyond sexual preferences, members express their commitment to social causes that defend minorities, an ecological discourse supported by statistical data, messages and phrases of authors highlighting the acceptance of all cultures and tolerance towards others. In short, they not only remain in discourse but act in favour of social emancipation.

Topics of conversation
Tolerance; discourse in favour of plurality; nightlife; quotes from authors seeking social emancipation; marches; selfies.

Gender
55% Men; 45% 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.

Brands who they follow/interact with (Global)

Doritos, Pepsi, Starbucks, Vans, Warner Channel, Coca-Cola, H&M.

Brands who they follow/interact with (Mexico)
Sabritas

#lgbt #lgbtq #pride #queer #queer #bisexual #bi #bipride #bisexualpride #genderequality #humanrights

What hurts them or causes them conflict?
Diversity itself is an element that produces the tribe's ambiguity. Maintaining a discourse of acceptance of the plural (anything goes) blurs the position of the digital tribe and thus creates a non-recognition of identity. Hence, this tribe resort to specific practices and discourses that position them and, therefore, define what they do not want from the implicit (no tolerance, discrimination, etc.)

What kind of stories do they consume?
Stories with a liberal discourse, tolerance and multiculturalism are the best way to attract the attention of this tribe. It is not only about staying in the speech but showing with practices how the brand is committed to social causes and the natural environment.

Keywords for Google Ads campaigns
"lgbt arguments in favor", "lgbtqi+", "social diversity in mexico", "gender diversity in mexico", "feminism for beginners".

Facebook Ads Targeting

Demographics	Interests	Behaviors
	•Entertainment - Live events: Nightclubs, Parties, Music Festivals, Dancehalls
	•Hobbies and activities - Politics and Social Issues: Community issues
	•Other interests: Mac Cosmetics, Converse, H&M, Levi's, Zara

In January 2022, Facebook Ads removed Detailed Targeting options that related to topics people may perceive as sensitive, such as options referencing causes, organizations, or public figures that relate to health, race or ethnicity, political affiliation, religion, or sexual orientation.