One of the 3 Key Change Agents in the mobileYouth Economy. Divas are mostly female (although this is not always the case esp. in ethnic minorities). Disruptive Divas seek Social Currency in material based tools. Their Identity is defined by a distinct split from the gender roles of their parents and, therefore, most prominent in the Metro Affluents of the emerging markets. Disruptive Divas optimize Social Tools by hijacking the ones that have traditionally been associated with male dominance and apply their own stamp of identity on it. Divas are key protagonists of reclaimed brands such as Blackberry, Louis Vuitton, Burberry. They use brands as symbols of Arrival, favoring the establishment over the cool.
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