Proud Parents

Consumer Tribe: Proud Parents

Proud Parents
Consumer Tribe: Proud Parents
Keywords: Family photos; meetings; children achievements; goals; universities; family. 

Description of their identity
Proud Parents is a tribe of older parents who are in a period when their children are in high school or college. This tribe is more passionate about showing off their children's accomplishments than theirs.

Pride in their children becomes, in effect, the central axis that coordinates their behaviour. For the tribe, showing off the achievements and activities of their offspring becomes an act that reflects their pride and demonstrates how the family role has been fulfilled. The children become a mirror: by naming their successes, reference is made to excellence in the paternal and maternal roles.

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