Tuluminatis
Description of their identity
Tuluminatis is a tribe composed of young men and women who articulate their identity from two axes: first, from their relationship with postmodern luxury, that is, one that is generated less from the material and more from the exclusive human experiences. And secondly, their particular taste for living in beach places allows them to build a lifestyle that considers the organic, the vegan, and the spiritual.
Thus, spiritual luxury is the identity axis that perfectly describes this group of people. For the members of Tuluminatis, the acquisition of social value is not achieved through the pompous manifestation of objects nor simply by leading a spiritual life like a tribe of yogis. Instead, their social value is materialized when they blend these two territories into a neo-spiritual lifestyle: one that shows their social status by camping in luxury settings (glamping), consuming organic or vegan food, wearing ostentatious robes, kurtas, and kaftans, and living in exclusive locations that allow for a relaxed and aesthetic lifestyle.
Conversation Topics
Music; spirituality; art; connection with nature; concerts; festivals; social capital.
Gender
74% Women; 26% 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)
Azulik; Tulum; Nômade; Volaris; Cultural Colectiva; Papaya Playa Project.
Brands who they follow/interact with (Global)
Go Pro; Condé Nast Traveler; The Travel Magazine; Trvl Channel.
What hurts or causes them conflict
The tribe's pain is produced by the need to show luxury not from the flashy lifestyle but from the neo-religious experiences that allow them to connect with nature and have a privileged, aesthetic, conscious, and deep lifestyle. So often, the members live moments of contradiction by trying to show luxury in a subdued way (to differentiate themselves from others).
Kind of Stories consumed by the tribe
The Tuluminatis tribe is one of the tribes that consumes the most services and products related to the yoga and meditation industry; it is also a network of people who buy clothes that allow them to look aesthetic and, at the same time, spiritually relaxed. Thus, the contents that most attract their attention show people in natural places that are not within everyone's reach. Specifically, these are those narratives that highlight postmodern luxury (focused on sensations and luxury experiences) to highlight the value and status of the person.
Related Google Ads Keywords
"tulum map", "playa papaya project wedding", "tulum festival lineup", "burning man outfits", "azulik restaurant".
Facebook Ads Targeting
| Demographics | Interests | Behaviors |
|---|---|---|
| •Entertainment - Live events: Festivals, Concerts | ||
| •Food and drink - Food: Vegetarianism, Veganism, Organic food | ||
| •Fitness and wellness: Yoga | ||
| •Hobbies and activities - Travel: Beaches, Vacations | ||
| •Other interests: Glamping,Tulum, Quintana Roo, Condé Nast Traveler, GoPro, Beaches resorts |
What social media accounts do they follow?
What podcast do they listen to?
Tuluminatis Consumer Tribe Lifestyle