Emotional marketing and the new tribes of our society

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Despite the heavy rain that fell yesterday at 7pm in Barcelona, ​​several people attended the Monday Reading Club to discuss “ Entre Singles, Dinkis, Bobos y Otras Tribus ” by Pilar Alcázar .

The debate focused on target segmentation and the influence of new social groups on this segmentation. An important reflection was the difference between how a product's target was segmented a few years ago and how it is currently being segmented.

Well, if previously the fundamental variables that divided crypto users number data consumers into different groups were quantitative variables (socioeconomic variables, age, sex, nationality, etc.), the variables that are currently used are to a greater extent qualitative (tastes, feelings, lifestyle, aspirations, etc.).

Some social groups that have been present in society for some time, or that are just beginning to emerge and can form part of new market niches, were also discussed. Some of these groups, among others, are:

– Metrosexuals : men who take good care of themselves and use beauty products and services and cosmetics. David Beckham was given as a clear example.

– Ubersexuals : they arise from the refusal to belong to the metrosexuals but having the desire to take care of themselves. In this case, George Clooney was the example.

– Alpha woman : defined as the typical woman who, in addition to being a mother and housewife, is an executive and consumes products initially classified as masculine products. This concept caused great controversy in the debate.

– Bobos : name that comes from “Bohème Bourjois” and refers to that upper-middle class group that wants to live in a bohemian way, and consume natural products, even if they spend money.

– Adultrescents: those older people who are attributed with the “Peter Pan syndrome”, since they consume products designed for children and are nostalgic for the past.

– Dinkis: Childless couples who live with a high purchasing power.

The sum of all the people who belong to these new social groups and the rest of those described in the book is greater than the total number of traditional families. These behavioural trends cause social roles to become confused , and this is the reason that is leading us to leave traditional marketing aside and choose to develop marketing based on emotions and experiences , and to think and propose new business ideas, such as some of those proposed by Pilar in her book.

You can find other opinions about the book made by Sergio Estévez and the most relevant tweets from the Monday Reading session in Bilbao, by Oscar Paz .