Tribe: Ageless Beauties
To help brands better connect with audiences around the world, CTZAR presents its Tribes Guide, an introduction to credibly join social media communities and understand how those influential groups shape consumer behavior.
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Women who approach age with serenity and positivity. Their age is a sign of experience and fulfillment.
Without necessarily being militant, they feel concerned by feminist struggles and sorority: they support each other, listen to each other, encourage each other to go further than what society imposes on them.
To preserve their beauty, they demand quality products whose proven effectiveness relies on real scientific expertise. Without compromise, they do not give up the pleasure of sensoriality.
They’re talented content creators, with substance and style, whose creative universe unfolds both in real life and on social networks.
Aging PositivityConsumers want brands to embrace them as they are rather than trying to transform them into someone they are not. Age-inclusive campaigns should focus on how women feel, not how they look. Celebrating their individuality and highlighting the limitless possibility is key. The demand will only grow with a rapidly ageing society and strong Boomer purchasing power.EmpowerementFact: Women rule social media. They use it more regularly than men, spend more time in most social media networks than their male counterparts and use these sites in more ways. As a matter of fact, they dominate Facebook, Pinterest and Instagram and go head to head with men on Twitter.Over the years, social media has proven to be a powerful vehicle in terms of raising awareness and mobilising campaigns on a variety of issues since – beyond its use as a social networking tool – it allows any individual to share content and opinions to a global audience immediately. Women’s rights activists have been quick to acknowledge this importance, which is why in recent times social media has more specifically demonstrated its potential for drawing attention to women’s empowerment and women’s rights issues such as discrimination, gender inequalities and negative stereotypes. The ageless beauties have acquired the experience and substance necessary to embody a powerful reflection of modern women and transmit to the new generations the strength to continue the struggles in favor of women.