Consumer Tribe: Socialités
Keywords: Parties, nightclub selfies; social events; friends outings; concerts, alcohol consumption.

Description of their identity

Socialités represents a tribe of men and women (mostly) who build their identity image from their relationship with others and the events they attend. Most young people and adults (20 to 35 years old) seek to project exclusivity, luxury and popularity from the number of contacts they develop and the places they attend.

For this reason, the accumulation of social capital is what most defines the Socalités tribe. All their digital activity relates to showing the nightclubs, bars and concerts they attend; they reveal their social relationships and show exclusive spaces such as trips to five-star or international hotels. In short, it is about showing luxury not from an economic point of view but from a social point of view (which reflects a state of ostentatious life).

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