Description of their identity
This tribe includes a majority of men and a few women whose presentation to others is articulated, in the first instance, from their profession. Most of the Proud Engineers are civil engineers who not only enunciate themselves through the performance of their work but also through a discourse that takes the figure of the engineer beyond the field of work. Thus, they are generally recognized as decisive in their daily lives.
This tribe shapes its identity by sharing content with phrases about what it means to be an engineer and about their successful professional practice (both at work and in other areas of their daily lives). Likewise, they appropriate notions such as practicality, usefulness, cunning and imagination.
Topics of conversation
Phrases about self-improvement, pro-engineers discourse, products and materials, work from the supervisor figure, constructions.
Gender
10% Women; 90% 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 (Mexico)
Linio; Cinemex; Comex; INFONAVIT; Telcel.
Brands who they follow/interact with (Global)
Forbes; Walmart; Toyota; KIA Motors; John Deere; Caterpillar.
Hashtags related in social media
-#gigantesdelaconstrucion #ingeniero #civilengineer #civilengineering #construccion-
What hurts them/causes them conflict?
The translation of their professional identity to the other fields of their life accounts for the fact that no other satisfactory form of presentation is at hand. Being an engineer is the most significant achievement for the members of the tribe; therefore, they feel frustrated when they find themselves in an environment that does not allow them to perform as such, especially in affective, disorganized and uncontrollable spaces.
What kind of stories do they consume?
The stories they consume consist of discourses that position the engineer as a hero, such as stories of those who enunciate that an engineer can't stop being an engineer no matter what. Such behaviour is expressed in a comical tone.
Keywords for Google Ads campaigns
"industrial engineering", "civil engineering", "computer systems engineering", "famous civil engineers", "business engineer".
Facebook Ads Targeting
| Demographics | Interests | Behaviors |
|---|---|---|
| •Work-Industries: Architecture and engineering, Construction and extraction | •Business and Industries: Architecture, Construction, Engineering | |
| •Other interests: Comex, Infonavit, Telcel, CIVIL Engineers, Institution of civil engineers |
What social media accounts do they follow?
What podcasts do they listen to?
Proud Engineers Consumer Tribe Lifestyle
Brands and campaigns that may address this consumer tribe:
