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Cultural Connections: Latin America

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Released by Edelman, the Cultural Connections: Latin America is an unprecedented study that identifies key consumer behaviors and trends in four major cities in Argentina, Brazil, Colombia and Mexico.

Publicada em: Dados e análise
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Cultural Connections: Latin America

  1. 1. Last year, Edelman presented its inaugural Cultural Connections Trend Report, in which we highlighted key cultural shifts that would help marketers better under- stand the complex market across Southeast Asia. For our second installment, we’ve focused on Latin America, specifically Brazil, Mexico, Argentina and Colombia. Our methodology for the report is unique. Local Edelman experts trek through their cities to witness and record local trends. Combining such observations with research, some of it proprietary to Edelman, each team offers a compilation of local consumer insights derived from market nuances, rising socioeconomic and political tensions, purchasing behavior, and evolving cultural values. The result is a guide every marketer needs to consult before stepping foot into these countries. Every city has its own story to tell and we do our best to represent it as accurately as possible by debunking cultural clichés, myths and misrepresentations. The first stop in this Cultural Connections report is São Paolo, where a controlled chaos lets creativity thrive. New peer-to-peer business models are emerging, thanks to Brazilians’ strong sense of community, which has been bolstered by new urban projects and a surging nationalism. In Mexico City, an eternal search for identity is the tension point behind this place of contrast, passion and color. While globalization has flourished there — in part because of its young demographics, proximity to the United States and stable macroeconomic environment — residents must decide which values and traditions to keep and integrate. In Buenos Aires, a city known for its edgy, cosmopolitan zeal, a multiplicity of identities has recently surfaced from political, social and economic differences. This city is simultaneously committed to self-acceptance and an embracing of “the other”; the idea is to be transformed slowly, always maintaining an essential identity at its core. Finally, we bring you a small glimpse into Bogota, Colombia where for the first time in history, the nation is witnessing a rising middle class where social composition has transformed radically. Cultural stereotypes abound in this world. Mexico is burdened with images of tequila, sombreros, and burritos; Argentina for tango, Malbec, and steak dinners; and Brazil for soccer, favelas, and widespread corruption. We hope to tell a different story, one that will inform, inspire, and change your perceptions about these countries and the cities featured in this report. Though we are so vastly different in this world, we are more universal in our ways of being than we realize. We proudly present the Cultural Connections Report: Latin America. Maxine Gurevich, Senior Brand Planner, Global Insights THE VIEW FROM LATIN AMERICA.
  2. 2. p.6 INTRODUCTION We've reached the second half of the decade, a frenetic period of transformation for Brazil. After more than 10 years of positive economic growth, the nation has opened its doors to the world, in particular its metropolis. Mega-events, such as the 2014 FIFA World Cup and the 2016 Summer Olympic Games, both in Rio de Janeiro, have shined a spotlight on the country. We live today in a paradox of opportunity and innovation emerging amid a turbulent institutional reality. Though our legacy and recent history are undeniable, we are now part of the world in a more active, inspiring and diverse manner. There are many characters, places and initiatives that shape a country, and they often originate in big cities. From such inspiration, we decided to map out some of the forces at work in São Paulo, Latin America’s biggest city, and then mixed in influences from a few diverse corners of Brazil — all while inserting a constant flow of global dialogue. Being aware that uncertainty is often the only certainty, the Cultural Connections LatAm: São Paulo, Brazil aims to offer a particular point of view about a place rich in expression and innovation, and to do so in a way that benefits brands, researchers, students, journalists and other curious minds. Get inspired! Rodolfo Araújo Research and Innovation Director, Edelman Significa
  3. 3. Cultural Connections • São Paulo, Brazil p.7 SÃO PAULO CITY The economic capital of the country is one of the most diverse cities in the world, culturally speaking. The metropolis welcomes immigrants from countries all over the world — including Japan, Italy, Portugal, the Middle East, Lebanon, Africa, among others— and the result is a unique multicultural mosaic in Latin America. There are more than 12 million citizens who share a chaotic environment that’s filled with skyscrapers, traffic jams and other big-city disruptions. According to the consultancy PwC, São Paulo will become the sixth-richest city in the world by 2025. And its value is not just rooted in finance, but on the intense cultural effervescence that mixes origins, aesthetics and languages into a space where history and innovation converge. BRAZIL The biggest country in Latin America, with more than 200 million citizens, is ranked among the top 10 economies in the world. Internally Brazil is experiencing intense transformation in the political sphere because of an unprecedented crisis in the public sector. According to the 2016 Edelman Trust Barometer, the population’s faith in the government dropped to an alarming 21%, while companies enjoyed a credibility level of 64%. Brazil’s economic performance, which has also stumbled, poses new challenges for brands that aim to survive in an uncertain environment and, at the same time, rely on the esteem of citizens who demand more from companies. SÃO PAULO
  4. 4. TRENDS We identified nine tendencies that reflect the expressions, thoughts, opinions and languages that rule São Paulo, Latin America’s biggest city. Love for SP: From Private to Collective New Ways of Consuming (and Producing) Cool Simplicity Society in Motion Multi- culturalism Art for All A Social Country Digital Influencers Rediscovery of the Body
  6. 6. São Paulo is territory for the collective. For years the city coexisted with the predominance of the private sector: People enclosed themselves in cars, in public transport, behind gated homes, schools and commercial establishments. But now is the time to fall in love with the city’s urban spaces and pursue a new kind of living. A series of initiatives aims to promote an intense dialogue about a creative economy, collaborative innovation and sustainability — all while enforcing the meaning of the idea of property and forging new approaches to relationships, assets and places. Sharing reflects a social dynamic that’s horizontal in nature. Research from the 2016 Edelman Trust Barometer found that more than 80% of Brazilians tended to value the brand opinions that came from “regular” people. This trust in the common citizen, allied with technology, intensifies the success of innovative services that are designed to benefit the public, like Uber. Banks like Itaú and Bradesco, for instance, are establishing a presence in the transportation sector by sponsoring bike rentals and the development of bike lanes that connect to parks and cultural and historic centers. There are also the creatively redesigned urban spaces, such as parklets installations — street areas attached to sidewalks — that allow citizens places to convene and be social. Several brands stay alert to civic-minded projects like these and their influence accretes through partnerships or sponsorships that specifically align with the concept. Cultural Connections • São Paulo, Brazil p.11
  7. 7. THE CITY, AMID A PROCESS OF REAPPROPRIATION, SIGNIFIES THE DISCOVERY OF A NEW PRESENT FROM AN ALREADY RICH PAST. One of the most contemporary examples is located in Pinheiros, a district in São Paulo’s West Zone. There, in one single street, a sequence of buildings embodies the new collaborative spirit of private-public conciliation. The project, conceived by the Brazilian Wolf Menke, comprises four “Houses”: Bubbles, Work, Food and Learning. The House of Bubbles features laundry machines and clothing for rent, along with office equipment and meeting rooms. Work is a coworking space for independent professionals. Food is an open kitchen for chefs who wish to test their creative abilities with new recipes; it also offers space for those who are just passing through the city. And Learning provides classrooms for people who want to teach skills courses for free. Already, such companies as HP, Heineken and McDonald’s have partnered with Menke’s Houses. In his concept, the companies have identified a mature opportunity to associate themselves with the avant-garde. Another place that demonstrates the intensity of this new collective movement is the Red Bull Station. Originally built in 1926 on 23 de Maio Avenue, the historic building was revamped into a major arts center for the city — inspiring, connecting and transforming visitors in such a way that contributes to São Paulo’s creative dynamic. The five-floor structure is home to various studios that focus on music, art, multimedia and “urban thinking.” p.12
  8. 8. The streets themselves are also fit for breaking new ground, not just for motorized vehicles but for people looking for encounters, exchanges and coexistence. Paulista Avenue, an important site in the city, is now closed to motor traffic on Sundays in favor of pedestrians who want to walk around leisurely, play sports, shop, or look at art. The project, known as Ruas Abertas (or Open Streets), includes the main avenues of the entire city, as well as in the outskirts. There is also the Minhocão, a kind of a “Paulistan High Line,” modeled after the elevated park in New York. It is a popular meeting spot on Sundays and demonstrates a microcosm of how it’s possible to leave one’s private confines and make a new connection with the city. Gastronomically, São Paulo’s street food scene, stimulated by an “invasion” of food trucks and food parks, not only changed the dining and leisure habits of residents, but it also introduced a new niche for business and entrepreneurship. The city’s multiculturalism is reflected through the variety of flavors, nationalities and types of foods these upstarts offer. The food trucks won over the streets and the media, and the result was a universe of brand activations throughout the city. Culturally, the retake on the city is also evident in art fairs, rooftop parties held in historic buildings and other big events. In 2016, São Paulo registered record participation for its street carnival. The festivities spanned 355 blocks’ worth of street performances and attended by 2 million celebrants. Authentic urban parties such as Selvagem, created by two journalists with a passion for music, and the Voodoohop also have gained traction in the São Paulo’s new collaborative atmosphere. The big urban novelty of São Paulo is the return of its people to their own city. Cultural Connections • São Paulo, Brazil p.13
  9. 9. p.14
  10. 10. Cultural Connections • São Paulo, Brazil A series of initiatives aims to promote an intense dialogue about a creative economy, collaborative innovation and sustainability.
  12. 12. Cultural Connections • São Paulo, Brazil p.17
  13. 13. p.18 Over time, Brazilians’ connection between citizenship and consumption began to mature. Increasingly aware of the impact that their purchases bring to chains of cultivation, industry, commerce and services, people started to adopt a careful approach before opting for a particular brand.
  14. 14. Cultural Connections • São Paulo, Brazil p.19 Cities that are smart and positioned for the collective are apt to create new relationship paradigms between brands and people. In this sense, the notion of property is relativized and the consequences of buying become decisive. According to the researcher Jeremy Rifkin, we live in an age of transition that leads to an “access era” in which the symbolic dimension of objects subjugate themselves for the benefit of the functional and practical. The automobile, once a status symbol, gradually started to be seen as an auxiliary form of transport that could be rented and shared. The same phenomenon is happening to housing, especially with younger generations. They tend to be nomadic and expect to change cities, or even countries, frequently. In the middle of all this transformation, fair-trade commerce presents a direct path for cities to attract brands with clear and relevant purpose. This is the case with ice-cream maker Ben & Jerry’s, whose biggest store in the world is located in São Paulo, on Oscar Freire street. The brand is a global partner of Fairtrade International, an organization that promotes small farmers in developing countries to compete and thrive in the global economy. Ben & Jerry’s aims to contribute local products, and by doing so associates its brand with socially and environmentally relevant themes.
  15. 15. p.20 The new meaning of consumption is a pillar of health-food store Instituto Chão. The premise consists of fostering an awareness in citizens about the productive processes that surround the foods they purchase. The store sells organic food at prices that are agreed upon with producers and distributors. With the goal to be self-sustaining, the establishment offers two forms of contribution from the consumer: One is a store-club membership charged monthly, which gives the right to unlimited product purchases; the other is through a donation, to be determined by the consumer, that will be added on top of the basic cost of each product. The institute advises anywhere between R$ 0,35 to R$ 1 per product, an add-on that is hardly considered lucrative. Public space also presents different ways to produce what is consumed. Think of the unusual collective gardens in the Praça do Ciclista, which is located at one end of Paulista Avenue. Stimulated living by means of cultivation opens an oasis of nature through one of the most solid symbols of a “concrete jungle.” It’s a beneficial contrast in a mutant metropolis.
  16. 16. Cultural Connections • São Paulo, Brazil p.21
  17. 17. p.22 COOL SIMPLICITYAmid the accelerated life of the metropolis, there's a clear movement in search of simplicity. In architecture, gastronomy and fashion, for instance, there is always a return to the traditional, toward a perspective that focuses on the essential.
  18. 18. Cultural Connections • São Paulo, Brazil p.23 The “made plate,” a typical meal offered by the most rustic bars and restaurants of São Paulo, has gained supporters beyond the workers that pass by on foot. In the search for more genuine flavors that recall the homemade, more clients stick with the meal plate. However, meal plates do not necessarily exclude the sophisticated gastronomy alive in other parts of the city. Mocotó, one of the most crowded restaurants in São Paulo, is based on the northeastern origins of its chef Rodrigo Oliveira. Located in the North Zone, kilometers away from the Paulistano jet set, the restaurant boasts long lines even before it opens. The menu emphasizes the simplicity of Brazilian and northeastern ingredients, but dishes are prepared with a high level of sophistication and technique. It's not without a reason that Mocotó transcends the borders of the country. The city environment exudes an increasing number of initiatives with these characteristics. The occupation of old buildings, craft fairs, small canteens, spiritual temples and clothing and accessories stores are a bet on objective design and minimalism. Citizens are inspired to abandon excess in favor of meaningful experiences.
  19. 19. p.24 COOL SIMPLICITY
  20. 20. Cultural Connections • São Paulo, Brazil p.25
  21. 21. p.26 SOCIETY IN MOTIONThe most populous city in Brazil, São Paulo is a hub of all kinds of social manifestations. Since 2013, when the first movements repositioned the culture to take to the streets and hail for a cause, the main areas of the metropolis have been scenes for the expression of different aesthetic, political, gender, racial and religious demonstrations, among others causes.
  22. 22. Cultural Connections • São Paulo, Brazil p.27 F lyers, painted faces, colors, sound cars, flags and banners determine the tone of the streets so frequently that these protest markers became routine features of the intense, chaotic and congested daily life of São Paulo and other Brazilian big cities. Today face-to-face meetings follow ample discussions and ventures born from, and mainly nurtured in, social media. In the past months, polarized opinions have only intensified as different spheres of the government continue to be questioned — on a national scale, as well as in some states and cities. The younger generations embrace a movement not only of occupation but of participation in civic affairs. City governments, meanwhile, have been gradually adopting more open and democratic management models for popular opinion.
  23. 23. p.28 We must be aware of diversity issues, since all public shares (held by brands, institutions and even the media) are analyzed and judged on emerging viewpoints and evolving expectations in society. One segment that generated mass awareness first on the internet and then by reaching different spheres of society has been the LGBT movement.   São Paulo has one of the largest gay communities in the world and has gained huge visibility worldwide. Two brands that have reaped acclaim by raising the rainbow flag of this group:   > O Boticário, one of the largest cosmetics brand in Brazil, became a topic of much discussion in 2015, when it launched a commercial for Valentine's Day that featured both straight and gay couples exchanging gifts. Many viewers became brand advocates afterward, while others became “haters” (primarily the religious groups). However, the brand assessed the overall impact as positive because it expanded people’s perception of the issue.   Netflix, in promoting Orange Is the New Black, featured actresses from the series in its own electric trio for the Parada Gay. A music clip from the Brazilian funkeira Valesca Popozuda announced that the promotion was one of the busiest and most-commented among citizens.
  24. 24. Cultural Connections • São Paulo, Brazil p.29 The feminist movement has also gained wider attention by constantly raising questions and generating discussion as a way to combat sexism identified in various media: Skol: After its Carnaval campaign “I Forgot My No at Home” sparked criticism from women’s groups, Skol pulled the campaign off the air. Then it contacted feminists who led the public outcry. The brand then aired another campaign that encouraged respect for women during the holiday with the message: “If the game did not happen, take the team out of the field. Respect others this Carnaval.” Veja: The traditional Brazilian magazine published a story about the country’s political crisis. The article, which profiled the wife of Vice President Michel Temer, extolled sexist patterns that readers turned into a feminist meme as a way to strongly criticized the magazine. The meme was endorsed by several celebrities of the country. SãoPaulohasoneofthe largestgaycommunitiesin theworldandhasgained hugevisibilityworldwide.
  25. 25. p.30 MULTI- CULTURALISM São Paulo reflects Brazil as a place where people of different origins and ethnicities coexist. The amalgamation of diverse cultures becomes part of the daily life of the city through residences, stores, events, typical districts and ambulant groups, among others.
  26. 26. Cultural Connections • São Paulo, Brazil p.31 Home to some of the largest Japanese and Italian communities in the world, in the past few years São Paulo has been diversifying further by admitting a growing number of Africans and Latin American immigrants, along with refugees from the Middle East. Support and living institutions emerge with the goal of preserving the cultures of these distinct groups and generating fair conditions for employability, security, education and expression. According to São Paulo’s City Hall, there are around 600,000 immigrants in the city. Downtown is the preferred site for a traditional entrance door that would welcome new citizens. At the same time, São Paulo is where various music, languages, fabrics, food, drinking, habits, accents and dreams from different regions and states intersect within the country. Whether migrants hail from the North and Northeastern regions of Brazil or from the southern and central regions, the city has always been receptive to expanding its diversity.
  27. 27. p.32 ART FOR ALL Separated from the “formal” market, artworks begin to appear in the chaotic gestalt of public spaces in the Brazilian metropolis.
  28. 28. Cultural Connections • São Paulo, Brazil p.33 In the most recent issue of Latitude Research, produced by the Associação Brasileira de Arte Contemporânea (ABACT) and the Agência Brasileira de Promoção de Exportações e Investimentos (Apex-Brasil), 59% of the art galleries that participated in a focus study were located in São Paulo, while 29% were in Rio de Janeiro. Of the total sample of 45 galleries, 15 opened between 2000 and 2010. There are more than 1,000 artists represented in such spaces; between 2010 and 2013 these galleries had the same absolute growth registered compared with the decade prior, pointing to a recent vertiginous proliferation of the concept. The economic contraction that occurred between 2015 and 2016 can, somehow, generate an inversion on this movement. However, art has never been so present in the lives of the people of Brazil. New art fairs, such as Parte in São Paulo and Artigo in Rio de Janeiro, create room for new galleries to launch. Paintings, photography and sculptures are most wanted by collectors, and such works have been more numerous in the past few years. But 85% of their sales are directed only at the local market. On the other hand, with record registration in foreign art fairs, artists and galleries have been pursuing international exposure like never before.
  29. 29. p.34
  30. 30. Cultural Connections • São Paulo, Brazil p.35 Separated from the “formal” market, artworks begin to appear in the chaotic gestalt of public spaces in the Brazilian metropolis. Posters with poems, sculptures, big walls with graffiti, projections, installations and other interventions enrich the the city’s landscape and insert a layer of novel expression. In closed spaces or out in the open, accessing art has never been so easy. The democratization and accessibility of the arts also permeate the digital sphere. Urban Arts, a network of galleries and chain stores spread around Brazil’s coolest neighborhoods, publishes and sells the work of artists, designers and illustrators who specialize in digital art. In addition to demystifying art as a luxury item and making it affordable, Urban Arts also aims to launch new artists and encourage artistic production. The democratization and accessibility of the arts also permeate the digital sphere.
  31. 31. p.36 A SOCIAL COUNTRY Brazil is extremely committed to all things digital, even though almost half of the population still does not have access to the Internet. While a big contingent consumes content online — 119 million people — a big potential market has yet to arrive.
  32. 32. Cultural Connections • São Paulo, Brazil p.37 HIGHLIGHTS Leading Smartphone Apps Used by Smartphone Users in Brazil, Dec. 2105 % of respondents 93% 79% 60% 37% 35% 19% 10% 17% 9.5% 14% 8% 11% 6.5% 5.5% 5% WHAT'S APP APP STORE GAMES NETFLIX SPOTIFY YOUTUBE SKYPE FACEBOOK TWITTER MAPS WAZE LINKEDIN INSTAGRAM BANKING SNAPCHAT Note: ages 16+; among the 90% of internet users surveyed who own a smartphone. Source: Conecto, Conecto Express as cited in press release, Dec. 2015 Internet Users: 119 million Mobile Connections: 291 million More than half (56%) of Brazil’s internet users are mobile-only internet users.  Avg. Daily Social Usage: 4h 14m Brazil currently holds one of the largest and fastest growing user bases for WhatsApp in the world
  33. 33. p.38 Facebook 44%penetration of the Brazilian population (87 million users). Mobile continues to be critical of Brazil. The curve of users who access Facebook through mobile platforms is growing steadily, while desktop access is decreasing. For more information: emarketer 70 millionpeople use Facebook every day 99%of users who are on Facebook use it every month 62 millionof which access it via mobile 89%of those use it on Mobile
  34. 34. Cultural Connections • São Paulo, Brazil p.39 Brazil is the third largest countryon Facebook The average time spent on Facebook per visit is 20 minutes making the average monthly time spent 600 hours. Brazilians are so active on Facebook that they made “Brazilian Elections” the third most discussed global topic of 2014 on Facebook maxpro/Shutterstock.com NEWSWORTHY:
  35. 35. p.40 Instagram Instagram engagement is 15 TIMES HIGHER than Facebook engagement 57% 54% 35% of Instagram users access their dashboard every day The average Instagram user spends 257 minutes a month on the platform of brands promote their Instagram accounts through custom tabs on Facebook of Instagram users access their dashboard multiple times a day
  36. 36. Cultural Connections • São Paulo, Brazil p.41
  37. 37. p.42 Twitter 15.3 million users in Brazil REASONS FOR FOLLOWING BRANDS ON TWITTER: Discounts and promos: 94% Updates on upcoming sales: 79% Free stuff: 88% Access to exclusive content: 79% On the day the Lower House voted, the hashtag “impeachmentday”, which was used by Brazilians to comments on the coverage of the voting, became a Trending Topic on Twitter globally.   Brazilian created 3,245,259 tweets between April 11th and 17th regarding the impeachment process. Source: Edelman Significa Report, Vote on Impeachment - Digital Manifestations NEWS WOR THY For worldwide comparison: emarketer
  38. 38. Cultural Connections • São Paulo, Brazil p.43 Topics of Interest FASHION FINANCE TRAVEL GAMING FOOD MUSIC CARS FILMS 79% 75% 71% 65% 57% 57% 55% 39% Gender FEMALE 61% MALE 39% Age 16-20 6% 35-44 22% 21-24 15% 45-54 22% 25-34 21% 55-64 14% Social Class A 12% B 61% C 27% Average Minutes Spent Online 28 72 Desktop Mobile
  39. 39. p.44 Messaging Platforms NEWSWORTHY: Brazilian judge orders mobile providers to block WhatsApp for 72 hours Mark Zuckerberg comments on the ban and then on the suspension of the ban: “Brazilians have been leaders in connecting the world and creating an open internet for many years.” Nearly 100% of internet users in Brazil use WhatsApp, more than any other messaging app or service, according to January 2016 research conducted byIlumeo and Nova/sb. Nearly nine in 10 of those surveyed also said they use Facebook Messenger. PENETRATION RATES FOR MOBILE MESSAGING APPS IN BRAZIL: Facebook Messenger 46% Whatsapp 56% Skype: 18%
  40. 40. Cultural Connections • São Paulo, Brazil p.45 Emerging Platform: Periscope P E R I S C O P E : D A I LY A C T I V E U S E R S *From March to August 2015 (No updated graph has been published since) Note: Country-specific data for Periscope has not been released. This data is global. For more information: medium In Brazil a number of influencers are using the platform and they may be worth monitoring to determine interest, especially in future influencer activations for millenials. In only 4 months, the app achieved 10 million users. The platform age ranges from 16 – 24 years old. There are 2 million active users daily. USA / Turkey / Brazil The top 3 countries are:
  41. 41. LOCATE THE CULTURAL TRENDY HOTSPOTS IN SÃO PAULO House of Bubbles Rua Doutor Virgílio de Carvalho Pinto, 61, Pinheiros House of Work Rua Dr. Virgílio de Carvalho Pinto, 47 House of Learning São Paulo / Pinheiros: R. Dr. Virgílio de Carvalho Pinto, 69 São Paulo / Lapa: R. Aurélia, 1714 Rio de Janeiro: Av. Fonte da Saudade, 121 House of food São Paulo: R. Dr. Virgílio de Carvalho Pinto, 57Rio de Janeiro: R. Voluntários da Pátria, 31Belo Horizonte: Av. Carandaí, 420 Mocotó Av. Nossa Sra. do Lorêto, 1100 - Vila Medeiros, (11) 2951-3056 Urban Arts R. Colômbia, 534 (11) 3060-8326 Rua Oscar Freire, 156 (11) 3081-6142 Rua Cayowaá, 2085 (11) 3081-6142 R. Gaivota, 1423 (11) 5093-7350 Red Bull Station Praça da Bandeira, 137 - Centro, São Paulo (11) 3107-5065 Ben Jerry’s Rua Oscar Freire, 957 - Cerqueira César (11) 3213-9114 Instituto Chão Rua Harmonia, 123 - Vila Madalena (11) 3530-0907 p.46
  42. 42. TOP THINGS a Marketer Needs to Know Before Stepping Foot into Brazil: Cultural Connections • Buenos Aires, Arg. p.47 1. As the country faces political turmoil, the population’s trust in the government is low. As Edelman’s 2016 Trust Barometer states, trust in the government dropped to an alarming level of 21%, while companies enjoy a credibility of 64%. 2. Social and political movements are slowly changing Brazil’s traditional and conservative family values. 3. Don’t fall into stereotypes, Brazilians are more open to brands that represent their culture, authentically. 4. The culture in Brazil is filled with immense diversity so marketers must focus on narrowing their reach to specific audiences. 5. Instead of just advertising their message, the population expects that brands give back by bringing something relevant to the table. Brazilians are prone to engage with campaigns that add relevant meaning to their lives. 6. The population’s mindset is also getting more concerned with the environment and with sustainable measures.  As Edelman’s Earned Brand states, 62% of the respondents worry about environmental impacts. 7. The Brazilian mindset is changing and moving towards a collective thinking behavior. 8. The Brazilian population is deeply concerned with fitness and health. The study My Body, Myself, Our problem: Health and Wellness in Modern Times, shows that 71% of Brazilians are worried about eating healthy. 9. Social media platforms are relied upon immensely in Brazil, as the population uses them to self- organize, communicate, and express their opinions and the tensions they face on a daily basis. 10. On the internet, everything becomes a meme and humor is a relied upon as form of self-expression and a mechanism for coping with the world.
  43. 43. p.50 INTRODUCTION Despite the increase in relevance of several cities within Mexico, the newly rebranded Mexico City (CDMX) continues to be the country’s socioeconomic epicenter: Historically, Mexico City leads and the rest of the country follows. Globalization has flourished in the city in part because of its young demographics, its proximity to the United States and its stable macroeconomic environment. But Mexico is at a juncture; it must decide which values and traditions to keep and integrate into the global culture.
  44. 44. Cultural Connections • Mexico City, Mexico p.51 While some values are negotiable, the importance of community remains crucial even as younger generations embrace collective thinking and experiences. The commitment to local values is evident in the relevance and revival of public spaces within the city, as well as through a socially responsible take on consumption.   Elements that mark the Mexican identity, such as wit and pride, continue to be present in different formats. It is common to see Mexican traits mixed into the reimagining of products such as food, music and design. The familiarity of these products make Mexicans feel authentic to their roots, proud and global at the same time.   The role of evaluating the essence of Mexican culture, and as a consequence the agents responsible for promoting these values, are primarily in the hands of the digitally connected majority: the 29.7 million people in the country aged 15 to 24 years old (about a fifth of the total population). Their connectivity allows them to continue to explore Mexico, its traditions and behaviors. Culture consumption has become a means of social interaction, and local navigation of the city feeds the need for exploration and knowledge.  MEXICO CITY COUNTRY IN CONTEXT   This quest to figure out what composes the Mexican identity is not new. The country has undergone various identity crises and the everlasting search for what it means to be Mexican has allowed for an innovative and humorous nation. This eternal journey to figure out who they are has spontaneously made Mexico a place of contrasts, passion and color.
  45. 45. TRENDS We identified seven tendencies that reflect the expressions, thoughts, opinions and languages that rule Mexico City. Local Retrieval Reinvention Tension Mexican Wit Tradition with a Mission Local Tourist New Wave Culture Cycle City
  46. 46. p.54 BARRIOS IN MEXICO By definition, a barrio (or neighborhood) is “part of a population of relatively large size, containing a spontaneous social grouping that has a peculiar, physical, social, economic or ethnic nature by which it is identified.” A sense of belonging may be the most important characteristic of a barrio, and Mexico City stands out because each of its neighborhoods marches to the beat of a different drummer.
  47. 47. Cultural Connections • Mexico City, Mexico p.55 TRENDS
  48. 48. p.56 LOCAL RETRIEVAL People are rescuing the old city formats and putting them into practice again in order to discover local essence and build communities while recovering the core of Mexican mores.
  49. 49. RESCUING LOCAL VALUES MI BARRIO, MY HOOD The barrio dynamics are reborn through unique places and gourmet cuisine that reflect the traditional essence of Mexican culture. Similar to other large cities, Mexico City is growing inward; local business are refreshed and walking to and from places is valued. Artisanal stores, like meat markets, and street food stands are mixed with contemporary elements. Cultural Connections • Mexico City, Mexico p.57 LA SURTIDORA According to Mexican street knowledge, markets have the best authentic food and cantinas are the best places to drink. La Surtidora brings the perfect combination of both and mixes in traditional folklore to create one of the most authentic restaurants in the zone.
  50. 50. p.58 ABARROTES DELIRIO A local grocery store that rescues the traditional Mexican abarrotería —the “next door” store where people can find quality products with a twist of barrio. Here you can find special fillings, from carnitas with red cabbage to portobello mushrooms, and enjoy them on the metal bench outside, like in torterías on city sidewalks. Street Food Culture Informal vending has always been a part of Mexico’s culinary landscape. OnstreetcornersaroundMexico City,itiscommontoseevendors sellingalltypesoffood,from freshjuicestocorn-in-a-cupand garnachas(friedfood).Therich andflavoredlocaltraditioninspired UNESCOtorecognizeMexican foodasaWorldHeritagein2010. Source: http://abarrotes.delirio.mx Source: http://abarrotes.delirio.mx
  51. 51. Cultural Connections • Mexico City, Mexico p.59 RESCUING LOCAL VALUES Street food is moving beyond street corners and making its way into more sophisticated formats and venues, where foodies search for a complete gourmet experience without losing the distinctive and unique flavors. STREET GOURMET MILÁN 44 Describing itself as “a place by neighbors for neighbors,” this spot reflects the rise of gourmet food markets in the country. In the mixed-use food hall, people can find a wide variety of Mexican gourmet products, enjoy a vegan taco al pastor, third-wave coffee, and indie mezcal.
  52. 52. p.60 PELTRE A typical Mexican lonchería (similar to a diner) features ornaments, tables, lamps and utensils made of peltre (tin) — once considered for the exclusive use of the lower classes and also the inspired name behind this restaurant. The menu offers an exclusive selection of dishes created by Daniel Ovadía, one of the most popular Mexican contemporary chefs. PELTRE A typical Mexican lonchería (similar to a diner) features ornaments, tables, lamps and utensils made of peltre (tin) — once considered for the exclusive use of the lower classes and also the inspired name behind this restaurant. The menu offers an exclusive selection of dishes created by Daniel Ovadía, one of the most popular Mexican contemporary chefs.
  53. 53. Cultural Connections • Mexico City, Mexico p.61 GLOSSARY TORTERÍA: Shop or store that sells tortas, a Mexican sandwich. LONCHERÍA: Snack bar GARNACHA: Popular street food consisting of a fried corn tortilla topped with a variety of meats or vegetables. CANTINA: Local bar with cheap food, live music, dominoes and fútbol. 43%of Mexicans eat on the street at least once a week. — Mcann Worldgroup “The truth about the street”
  54. 54. p.62 REINVENTION TENSION The rescue of public spaces, where old and contemporary cultures collide, finds fresh authenticity by bringing new perspectives to old customs.
  55. 55. Cultural Connections • Mexico City, Mexico p.63 REIMAGINING PUBLIC SPACES The city’s public spaces are being reused for unexpected, surprising, out-of-context and spontaneous activities — all of which bring together diverse groups of people from all ages and classes. “Mexico City, which arguably has the world’s largest surviving aggregation of 17th- to 19th-century architecture, has been besieged in every conceivable way by 20th-century urbanization,” says noted architect Alex Kreiger of Harvard University. “Yet the progress the city has made in reclaiming its past is nothing short of unprecedented.”
  56. 56. p.64 Mexico City has undergone a revitalization process over the past 10 years. Such efforts have been so tremendous that Harvard University awarded the metropolis the Veronica Rudge Green Prize for Urban Design in recognition of its strides in preservation.
  57. 57. Cultural Connections • Mexico City, Mexico p.65 MONUMENTO A LAREVOLUCIÓN Symbolizing the revolution movement, this monument celebrates the city’s diversity. Skaters, urban tribes, and political protesters find this spot to be a perfect location for gathering and practicing communal activities. Abandoned spaces under bridges are rehabilitated and repurposed into locations that house bikes, restaurants and services. BAJO PUENTES
  58. 58. p.66 Digital and social media have played an important role in public and private initiatives that amplify and recover old or abandoned public spaces. Historic streets, buildings and spaces within the city are being restored and curated. From bars and restaurants to beautiful corridors, the city’s once-forgotten old spaces now breathe new life.
  59. 59. Cultural Connections • Mexico City, Mexico p.67 CALLE REGINA Located in the historic center of the city, this street is one of the most famous displays of public-space rehabilitation. A private and public alliance invested in the rebuilding of this pedestrian street, and today it shines as a cultural corridor that connects important avenues to art, universities and local stores. BARRIO ALAMEDA This 1920 art deco building was recently renovated to create a new cultural offering. The redesign makes space for new shops, restaurants, art galleries and independent projects, infusing downtown with a youthful spirit.
  60. 60. MEXICAN WIT Interesting outcomes occur when limited resources and overpopulation collide with humor. The need for Mexicans to stand out, be different and laugh simultaneously creates ingenious and counterintuitive solutions to everyday problems. Mexicans value creativity and now imagine how new perspectives can energize previously stale ideas. p.68
  61. 61. Cultural Connections • Mexico City, Mexicot p.69 Translation: José goes to the gym. José wants to be in shape this year. But José doesn’t upload selfies while he’s exercising and doesn’t write quotes like “No pain, no gain.” José is intelligent. Be like José. Mexican wit is well-suited for digital platforms. Ever since BuzzFeed launched an entire section called Mexicano, social profiles, articles and memes have been created to showcase Mexicans’ unique sense of humor. MORE MEMES https://es.pinterest.com/Erenita28/memes-100- mexicanos/ https://www.facebook.com/Memes-Mexicanos- Chingones-676017252445506/ http://www.buzzfeed.com/tag/mexicano BuzzFeed has a special section about funny Mexican articles. This meme was born as a funny critique on all the people who uploaded photos while exercising at the gym, specifically on Instagram. After only a few weeks online, it went viral. One reason for its popularity: It could be customized with a little taunt about the pointless content people shared on their social profiles.
  62. 62. p.70 FoodTaking Mexican classics and adding a twist is the differentiator that some are seeking. The days of just serving classics is over, and the new norm is providing novel approaches to tradition. Romy Gutman, owner of this alcohol-infused ice-cream shop claims that he left a party with a glass of mezcal in one hand and ice cream in the other. Since he wanted them at the same time, he mixed them together and the concept was born. Indulgence and Mexico City’s weather paved the way for this ice-pop store reimagined. Churro and red velvet ice pops are now one of the cities hottest items. HELADO OBSCURO LA PANTERA FRESCA
  63. 63. Cultural Connections • Mexico City, Mexico p.71 Digital consoles mix the sounds of classic Mexican instruments while traditional corridos are accompanied by synthethizers. In the quest for new ways to express our local culture, music is begging for a remix of the old and the new. Music NORTEC COLLECTIVE The hybrid sound of norteña music is lead by the border town elements of Tijuana. The name nortec comes from the words norteña and techno.
  64. 64. p.72 The perception of reality about Mexico mixes truth, beliefs and fables. I had read about magical realism in novels thinking it was only literature, but upon my arrival in Mexico I soon saw that it did not only live in novels. Mexico is the blend of realism and magic.” – Alba, Spanish resident in Mexico, 29 years old LOS ÁNGELES AZULES Teaming up with the main pop artists and rock legends, Los Ángeles Azules is spearheading movements like symphonic cumbia. TRIBAL ALSOKNOWNAS3BALL This subculture combines such Mexican traditions as dance, northern music and the electronic scene. The 22-year- old Eric Rincon leads the genre by mixing old classics withs new digital sounds.
  65. 65. Cultural Connections • Mexico City, Mexico p.73 This top 10 list is an accurate summary of the music inside Mexicans’ heads. The mix of U.S. pop songs and Mexican dance tunes make up the current most-played songs. “Picky” has lyrics in Spanish but with an English chorus — mixing Spanish and English is no longer an exclusively U.S. phenomenon. Among the top 50 sites in Mexico: YouTube Facebook Sopitas (blog) Mercado Libre (online marketplace) El Universal  (newspaper)
  66. 66. p.74 TRADITION WITH A MISSION Companies, projects and entrepreneurs focused on creating social impact are working insistently to address the needs of communities and to strengthen the social fabric. Younger generations are playing a key role in the creation of local solutions to national problems.
  67. 67. Cultural Connections • Mexico City, Mexico p.75 Social PrintsEmpowered by knowledge and connectivity, younger generations are reimagining solutions and enacting change through socially conscious businesses. Their ideas offer wide, specific suggestions for change. LABORATORIA This non-for-profit organization teaches women how to write code and provides tools that will enable them join the digital workforce. At a “Codecademy,” women with low access to resources can fulfill their potential.
  68. 68. p.76 PIXZA This pizzeria is a catalyst for social empower- ment. The pizza consists of a blue-corn-based dough and topped with traditional Mexican ingredients. Each slice drives, feeds and rec- ognizes the dignity and integration of those Mexicans who suffer food shortages. O ur generation is very committed to dynamic and explosive change in the way we live our lives. The mentality of “I will work in a company 50 years and retire” no longer rings true. Now it’s become “I’ll be in 50 countries and I’ll study 50 bachelor’s.” That empowerment of thinking and believing that one can be an agent of change is already being reflected in Mexico’s mentality.” — Alejandro Souza, Pixza founder Source: www.pixza.mx
  69. 69. Cultural Connections • Mexico City, Mexico p.7 7 MEXICAN PRIDE Before becoming a bustling, high-speed country, Mexico experienced a long historical tradition that inspired pride among its people. They wear this sentiment on their sleeves and feel represented with their fellow Mexicans’ triumphs. Speaking highly of national achievements is common among its citizens. Originally born as an itinerant bazaar that traveled all around the city, this community of exclusively Mexican designers has now installed itself in a beautiful classic house in the up-and-coming Juárez neighborhood. Aside from the numerous design shops placed throughout the building, a small theater and coffee shop create an enjoyable atmosphere to relish a Saturday afternoon.
  70. 70. FONDEADORA This crowdfunding platform backs projects that aim to boost Mexican talent, creativity and innovation. It also helps entrepreneurs promote and finance their ideas. p.78 Source: www.fondeadora.com
  71. 71. Small and medium- sized businesses in Mexico account for 52%of the GDP and nearly 72%of job creation. — El Economista Cultural Connections • Mexico City, Mexico p.79
  72. 72. LOCAL TOURIST High-speed urban environments and work-intensive cultures shine a particularly important light on leisure and spare time. New tourism initiatives promote the best undiscovered spots in the country, and new generations have found a way to pursue the new in the known and to cultivate their internal tourist within. p.80
  73. 73. Cultural Connections • Mexico City, Mexico p.81 TOURIST ALTER EGO Whether hanging out or engaging in activities that let them escape their daily routines, Mexicans are navigating the city in search of adventure. These locals quench their constant desire for travel, even as they wander inside their own city.
  74. 74. p.82 TURIBUS Museum Nights This double-decker bus with a hop-on, hop- off system has many routes that highlight the city. New are the tours that highlight Mexican wrestling arenas as well as a those devoted to Frida Khalo and Diego Rivera. Onboard it is common to find travelers from abroad sitting alongside local tourists. This program is carried out by the Mexico City’s Ministry of Culture, whose main objective is to attract new audiences to museums by way of extended hours. During these special openings, museums host concerts, dramatized tours, workshops, plays, conferences and book readings.
  75. 75. Cultural Connections • Mexico City, Mexico p.83 Hotels GaloreHotels have become one of the city’s hottest spots and a preferred venue for fashion, food and drink enthusiasts. From pool parties to corporate functions, or to simply enjoy a cocktail by the bar, new generations adventure there to maintain a vacation lifestyle. HOTEL CARLOTA Previously known as the Hotel Jardín Amazonas, this spot has been transformed into an urban and artistic space in a neighborhood unusual for tourism. It’s the ultimate oasis for escaping the city. Source: www.hotelcarlota.com
  76. 76. p.84
  77. 77. p.85 Virgilio Market at Ba rrio Pola nco
  78. 78. p.86 DOWNTOWN MEXICO One of the oldest residential areas that still beholds a viceregal style is located in the historic center of Mexico City. Downtown has been reborn as an “it” place where people of all ages can break away from their everyday lives. IN MEXICO, PEOPLE WORK 1,857 HOURS WHILE IN COUNTRIES LIKE ENGLAND, SPAIN AND THE UNITED STATES, PEOPLE WORK 1,646, 1,654, AND 1,768, HOURS, RESPECTIVELY. Mexicans work a lot. In fact, Mexico is ranked fifth among member countries in which people work the most hours each year. — Organization for Economic Cooperation and Development (OECD) Source: www.https://
  79. 79. Cultural Connections • Mexico City, Mexico p.87 /oreganotomilloylaurel.files.wordpress.com/2014/02/ Source: http://www.mexicocity.gob.mx
  80. 80. p.88 NEW WAVE CULTURE Mexico has become very attractive for global creatives such as artists, curators, collectors and so on. The reason for this is a mix of factors that include the country’s rich cultural background, its social ties with both public and private organizations, and the economic and geographical accessibility that Mexico offers. Together these have created an incredible amount of options for residents and visitors. 
  81. 81. Cultural Connections • Mexico City, Mexico p.89 Culture Fast-Pass There is an incredible amount of cultural attractions in the city. New formats allow even greater access to a wide array of offerings in a short period of time. The idea of social belonging is a key point in the cultural spheres. EL CORREDOR CULTURAL ROMA CONDESA A cultural corridor that connects the neighborhoods of Roma and Condesa displays contemporary culture through art, design, music and food. Source: www.ccromacondesa.com
  82. 82. p.90 The government takes advantage of social media usage among youth to communicate new initiatives and build strong cultural communities Source: www.ccromacondesa.com
  83. 83. Cultural Connections • Mexico City, Mexico p.91 LABORATORIO PARA LA CIUDAD This government-funded program gathers information from different urban sources such as public transportation and markets to come up with data- driven solutions. “The Lab for the City will further interaction between citizens and the government … to think about the city together, to build a city that stimulates imagination, a creative city.” — Dr. Miguel Ángel Mancera Espinosa, Mayor of Mexico City “MEXICO ES CULTURA” APP The National Council for Culture and Arts app offers cultural activities in Mexico, reviews, schedules and prices. HackCDMX The city hackathon serves as a starting point in which to address urban problems. Citizens have access to open data provided by the government, which results in innovative civic engagement. Source: www.labcd.mx
  84. 84. p.92 Mexico City ranks first in museum concentration in the Americas and second in the entire world, following London. According to the National Council for Culture and Arts (Conaculta), in early 2010 there were more than 1,121 museums all over Mexico. In Mexico City alone, there are 151 buildings registered by Conaculta and 200 more that have not been officially recognized. An alternative and accessible form of entertainment linked to theater hopes to bring the art form to all audiences — even if they are outside the theaters. Its short plays last 15 minutes and have an audience of 15, creating a fast-paced, culturally rich experience.
  85. 85. Cultural Connections • Mexico City, Mexico p.93 Source:www.labcd.mx CREATIVE MORNINGS MEXICO Talks to inspire and empower a creative community of people from all kinds of industries and thereby generate great ideas together to detonate positive changes for our city and country.
  86. 86. p.94 Featured Local Artists New generations are creating new cultural formats based on the accessibility and connectivity they have grown up with. The exchange of ideas empowers creators to become equally significant as artists with long-standing careers. Museumsnowadaysnolongerportray themselvesastheultimateauthority.The museumexperiencehasturnedfroma library-likeenvironmenttowardsanactive placeforeducationalentertainment,thus beingperceivedasaplaceofintellectual andsocialencountersthathasbecome moreattractivetonewgenerations.” — Sofía Provencio, Communications and Strategy Manager for Cultural Platforms Source: www.ccromacondesa.com
  87. 87. Cultural Connections • Mexico City, Mexico p.95 LITTLE JESUS The band Little Jesus represents the next wave of xenomania, the influence and assimilation of sounds from countries around the world into Western pop music. The Mexico City–based quintet writes dance-rock songs with high-pitched guitar riffs, afrobeat rhythms and slightly off-kilter melodies. They mix the Mexican- pop-rock tradition from the past, adding delays, synths and other effects to flesh out a very round and unique sound. Thecountryislivinginamoment whereyouhaveeverything.You canenjoyabigconcert,visitgreat artexpositionsoranincredible showroom....Younolongerneedto traveloutsidebecauseyoucanfind everythinghereandthequalityisgreat. Thisnewgenerationhassomething differentandwe’venoticed.” — Lalo Rojas, Little Jesus manager
  88. 88. p.96
  89. 89. p.97 Street Art at Ba rrio Condesa
  90. 90. p.98 1. CULINARY: Daniel Ovadía 2. DESIGN: Héctor Esrawe 3. CINEMATOGRAPHY: Guy Alazraki 4. ILLUSTRATION: Saner 5. CONTEMPORARY ART: Ricardo Casas 1. 2. 3. 4. 5. Source: social profile
  91. 91. Cultural Connections • Mexico City, Mexico p.99 TOP 5 DIGITAL INFLUENCERS Yuya BEAUTY BLOGGER TOTAL FOLLOWERS: 10,000,000 Mario Bautista YOUTUBER AND SINGER TOTAL FOLLOWERS: 8,000,000 Juanpa Zurita YOUTUBER TOTAL FOLLOWERS: 7,988,002 Andy Torres FASHION BLOGGER TOTAL FOLLOWERS: 5,000,000 Los Polinesios YOUTUBERS TOTAL FOLLOWERS: 3,366,000 Source: social profile
  92. 92. p.100p.100 CYCLE CITY The rise of the two-wheeled phenomenon in urban areas of Mexico represents the most recent change in mobility. Even if the integration has been gradual, the adoption of this transportation method is increasingly attractive for everyday use. The government and riders are driving the growth of urban cycling through several initiatives to provide an alternative to the city chaos.
  93. 93. Cultural Connections • Mexico City, Mexico p.101 As one of the biggest urban centers in the world, Mexico City runs at an amazing pace. According to INEGI, an institute for statistics and geography, the city’s population as of 2015 was estimated at 9 million, but the whole metropolitan area contained 20 million on average. Such density leads to a a city that never sleeps, with traffic jams that consume citizens’ time. That’s why new generations are trying alternative forms of transport. In 2007, Mexico City’s local government launched a 15-year-long green plan to promote biking, but there is still much to do. Pro-bicycle groups are gaining traction as they try to ride their way into a more-developed Mexican bicycling culture.
  94. 94. p.102 By creating, “only good-vibes traffic,” as they say, this women’s bicycling organization develops projects that drive the use of bikes as an attitude and lifestyle. They look to inspire people by communicating the benefits of bicycling as transportation. Yo Insolente BiciRed This non-profit network of organizations works together on behalf of bicycle mobility on urban roads. Source: twitter @yoinsolente Source: www.bicired.org
  95. 95. Cultural Connections • Mexico City, Mexico p.103 A new service that offers electric scooter rentals and provides a network of charging stations, Motos Eléctricas promotes a movement for a more sustainable, ecological and traffic-free city. Econ duce Source: www.econduce.mx
  96. 96. 98.2% 95.8% 91.1% 87.1% 83.6 % 91.1% Mexico North America Global Asia Pacific Europe Latin America Globally, Mexico has the highest reach in Social Media p.104 DIGITAL DEMOGRAPHICS Sources: INEGI, Nielsen, ComScore, Interactive Advertising Bureau 52.1% 47.9% Mexico is the second country in Latin America with the highest number of visitors of Social Media Sites 66,046Brazil Argentina Mexico Colombia Venezuela Chile Peru 24,982 17,852 12,705 9,119 6,094 5,637 15% 31% 21% 17% 11% 5% 6-14 25-34 45-5415-24 35-44 54+
  97. 97. Cultural Connections • Mexico City, Mexico p.105 2/3rds of digitally active population is age 35 or younger. The social media category grew 4.1% in Mexico last year. Mexico has a 98.2%reach in social media sites, which positions Mexico above other regions. 97%of social media users ages 13 to 70 were on Facebook in December 2015. Nearly three-quarters of social media users in Mexico consider Facebook their primary social platform. 8 in 10social media users in Mexico access a social platform every day. Social networking is the leading mobile phone Internet activity in Mexico. Source: comScore Media Matrix© April 2014, Mexico, Home and Work, Only PC-Laptop, Age 5+ DIGITAL KEY INSIGHTS: MEXICO CITYBY THE NUMBERS 120million Total population in Mexico 21million Total population in Mexico City 2.5million Young people in Mexico City between 15 and 24 years old 34 Average age in Mexico City US$11,321 GDP per capita US$8billion approx. Advertising spent 33.1million Economically active population: Men 20.7million Economically active population: Women 2.6% Inflation Rate 10% Indigenous groups in the population Some of the largest companies in Mexico: Femsa,GrupoModelo,GrupoCemex, GrupoTelevisa,GrupoCarso,GrupoBimbo.
  98. 98. p.106 TOP THINGS a Marketer Needs to Know Before Stepping Foot into Mexico: 1. The concept of family goes beyond the family structure. 2. Familiarity and understanding of local traditions is a must for new proposals to be relevant and authentic. 3. Food is at the center of everything. 4. Humor is a communication vehicle. 5. “Hecho en México” (or “made in Mexico”) sparks pride. 6. Spare time is a valuable commodity for Mexicans. 7. Digital media rules the information arena and mobile leads the way. 8. Fear of Missing Out (online as well as offline) is a contagious disease —Mexicans want to be in the right place at the right time. 9. Transparency and honesty are valued and increasingly in demand. 10. Peer-to-peer is the best way to build trust — and applies to brands, corporations and even government.
  99. 99. Cultural Connections • Mexico City, Mexico p.107 LOCATE THE CULTURAL TRENDY HOTSPOTS IN MEXICO CITY RESTAURANTS La Surtidora Don Batiz Polanco: Julio Verne 93 Polanquito Cd. de México (55) 5280-309   Centro Madero 23 Centro Histórico, Cd. de México (55) 5512-0105   Abarrotes Delirio Colima 114 Col. Roma (55) 5264 1468   Milán 44 Milán 44 Col. Juárez (55) 52078410 Peltre Condesa: Saltillo 73 Col. Hipódromo Condesa (55) 5211 6178   PUBLIC SPACES Monumento a la Revolución Plaza de la República S/N Col. Tabacalera, (55) 5592 2038   Paseo de la Reforma Av. Paseo de la Reforma    Bajo Puente Bajo Puente de Circuito Interior S/N Cuauhtémoc, Condesa, 06140 Ciudad de México, D.F., México   Calle Regina Regina Street Col. Centro   Barrio Alameda Doctor Mora 9 Col. Centro (55) 5512 3810   Bazar Fusión Londres 37 Col.  Juárez (55) 5511 6328   Corredor Cultural Roma – Condesa La Roma and La Condesa neighborhoods  Roma Álvaro Obregón 85-A Col. Roma (55) 5207 3801 Helado Obscuro Roma: Córdoba 223 Col. Roma Norte (55) 4444 4878 Zona Rosa Liverpool 158 Col. Juárez (55) 5208 4525   La Pantera Fresca  Tamaulipas 178 Col. Condesa   Pixza Liverpool 162 B Col. Juárez (55) 2507 0287  
  101. 101. BUENOS AIRESCultural Connections Trend Report
  102. 102. ARGENTINA – COUNTRY IN CONTEXT Argentina is a country rich in natural resources, with a highly literate population and a diversified industrial base. It has a highly developed, export-oriented agricultural sector. Its economy is the second largest in South America, and its human-development index is rated “very high.” Because of its size and importance, Buenos Aires is one of the most important cities not only in Argentina but throughout South America, and its strong influence is apparent throughout the Southern Cone. The city is known as a capital of innovation in Latin America because it promotes strong incentives to use new technologies with the goal of improving citizens’ quality of life. A ranking by The Economist that rated quality of life in 140 cities listed Buenos Aires at No. 62 worldwide and first in Latin America. Buenos Aires’s income per capita is the highest in the region, and is listed as one of the most competitive cities in Latin America.
  103. 103. Populaton: 43.1 million Population (Capital Federal): 15,625,084 - 38.9% of the country’s total population Average Age: 34.4 years old GDP Per Capita: USD $12,509.50 Amount of Social Media Users: 18.3 million Facebook: 15.2 M – (8 to 10 people use it daily) Taringa!: 5.9 M TW: 3.1 M LinkedIn: 2.2 M Instagram: 1.7 M Tumblr: 1.2 M Social Media User Share by Demographics: Males - 29.8% between 15-24 years Females - 29.1% between 15-24 years Mobile Penetration 2016: 71.6% Total Ad Spend per Person 2016: USD $124.81 Total Ad Spend Growth 2016: + 23% Total Digital Ad Spend 2016: USD $945.7 million (+ 38% vs. 2015) Sources: United Nations, The Competitiveness of Cities 2014 World Economic Forum, 2010 National Census, The Economist’s Global Source Ranking Liveability, 2015, Años Instituto de Estudios Laborales y Sociales (IDELAS) de la Universidad de Ciencias Empresariales y Sociales (UCES), eMarketer Cultural Connections • Buenos Aires, Arg. p.111 BUENOS AIRES
  104. 104. THE PORTEÑO GAZE p.112
  105. 105. Over the years, Buenos Aires has become one of the most attractive cities in the world. Its growth in different areas of interest resulted from the needs of the various souls who lived there and evolved into the perfect blend of the traditional with the contemporary. Despite the pluralism that has recently emerged because of political, social and economic differences, the identity of porteños — meaning “people of the port,” as locals are known because of the the city’s strategic location on the Río de la Plata — remains strong, with pride and hope for the future. Tango, Malbec, steak dinners and Diego Maradona — these are what usually comes to mind when describing life in Buenos Aires. But residents of La Ciudad de la Furia show their true colors as porteños through and through. Proud, generous, gregarious, passionate, dynamic, resilient. As they strive to adjust to a modern age, their traditions are never lost: Progress and traditionalism work and evolve as one. For Buenos Aires, achieving transcendence as a cosmopolitan city is linked to a commitment to self- acceptance, followed by a move to accept “the other” and be transformed slowly, always maintaining an essential identity at the core of it all. A multiplicity of identities results in an even greater final product. Almost like those that we find in the online world of social networks. More art, more food, more music, more theater, more fashion, more culture, more diversity ... more Buenos Aires. Cultural Connections • Buenos Aires, Arg. p.113
  106. 106. Cultural Connections • Buenos A ires, Arg. ENT ERTA INM ENT Democratization of Culture
  107. 107. SOCIAL LIFE PORTEÑA Friends and social life are priorities for locals and for the rest of the country, too. It was only a matter of time until the already very popular practices of other cosmopolitan cities arrived on the scene, to be transformed with a local touch. Some years ago, Buenos Aires’s restaurant culture migrated behind closed doors and nightclubs for underground dinner events. Ambitious and adventurous chefs opened their own kitchens for “quasi-secrets” gatherings. The concept, reserved for only those “in the know,” has flourished. Parties sponsored by beverage brands are held in private homes and hosts facilitate intimate conversations on specific issues such as the intersection of social networking and fashion, running and sports, or the variety of national wines in Malbec. What’s coveted is being able to attend an event so exclusive even your friends do not know about it. p.116
  109. 109. REGISTEREDCULTURE At the same time, the fanatism for food, music and culture evolved into different forms. Crowds come together at outdoor festivals or similar events to experience and share new, exotic flavors. A series of trips to Buenos Aires, similar to those from New York or London, has taken center stage and been promoted via traditional media and social networks. p.118
  110. 110. The food trucks, healthy markets, international culinary experiences, free concerts, cultural exhibitions and art galleries have become the stars of our weekends, giving our Instagram accounts new life. (Pics or it never happened!) Cultural Connections • Buenos Aires, Arg. p.119
  111. 111. IMPORT/EXPORT Fashion and art from the major capitals of the world have had an influence on Buenos Aires’s own scenes. Over the years, the locals have acquired the foreign looks and styles that set the pace for fashion around the world. Gradually both men and women forged their own local versions influenced by different subcultures. Lifestyle, clothes and the use of social networks are distinctive habits of young people who want to break out of the mainstream. The growth of tourism was another factor that inspired many young people in Buenos Aires. The runways in Buenos Aires are the first to drive the must-haves of the season, revealing that the distance to the main fashion centers of the world almost do not exist. INFLUENCERS: WEB CELEBRITIES ALSO SET THE PACE FOR FASHION. THE PHENOMENON EMERGED GLOBALLY WITH LEADING BLOGGERS. THE TREND CAME TO ARGENTINA AND FASHION BLOGGERS ARE THE PREFERRED PERSONALITIES THAT BRANDS MOST CHOOSE TO PARTNER WITH. p.120
  115. 115. SPORTS AND HEALTHY LIFE Buenos Aires has been promoting a healthy lifestyle in recent years. The importance of physical activity is emphasized, and besides being trendy, it has increasingly become a catalyst for social gatherings. Outdoor public spaces for sports are the new gyms. Every day more people practice all kinds of physical activities in the city. • Running: Marathons are organized by trendy brands, not necessarily athletic organizations. • Yoga: Every day, the more curious approach yoga classes, and its practice is gaining ground as a positive way to maintain one’s physical, mental and spiritual well-being. • Work Gymnastics: Some companies noted that spending hours standing or or sitting in front of the computer can generate discomfort so they promote physical activity within the workplace. • Dance: Against the musical varieties of tango, salsa and reggaeton — the most popular rhythms — dance not only helps the keep the body physically fit but and also strengthens social relations and interaction. Cultural Connections • Buenos Aires, Arg. p.125
  116. 116. HEALTHY FOOD The desire for a healthy life has inspired an increasing number of locals to change their eating habits. They now eat consciously, cultivating healthy eating habits and choosing to shop in specialty markets that sell organic and natural foods and products. The choices and are now even more convenient and economical. It´s a lifestyle, of course. • Organic markets: The growing number of stores that supply organic products and foods once seemed distant not so long ago. • Farm-to-table: A concept that demands all the stages of production for creating and processing foods are cultivated from one, often local, source. • Fast good: Food that was once thought of as junk, now made healthy. It skips a step, but it is nutritious. • Healthy hydration: The growing variety of other beverage choices beyond sodas and processed juices — natural juices, made with natural products. p.126
  118. 118. p.128
  119. 119. is Argentina’s position worldwide, in terms of planted areas free of chemicals. million is the annual sales revenue of products that are free of agrochemicals. is the percentage for the amount of organic domestic products that are exported mainly from the U.S. to Europe. is the number of basic principles behind the Argentine Movement for Organic Production (MAPO): health, ecology, fairness and care. Itinerant Fairs Neighborhood Supply, developed by the city government with the aim of bringing various products to neighbors. million hectares in Argentina are intended for fertilizer- free agricultural production tons of different organic products are produced in Argentina throughout the year. Among them are vegetables, herbs, rice, fruit, cereals, oil and honey. is the year that the law 25,127, which regulates organic production in the area of the Secretariat of Agriculture, Livestock, Fisheries and Food, was enacted. Argentina is one of the few nations in the world that has a National Organic Law. 2 200 99 4 13 3 170 1999 Cultural Connections • Buenos Aires, Arg. p.129
  120. 120. FOOD DRINKLocal Remix
  121. 121. IF FOOD IS LOVE, THEN BUENOS AIRES IS IN A CONSTANT STATE OF ROMANCE. Once again, the porteños adapt to a difficult economic landscape with surprising and innovative results. Gourmet no longer means minuscule portions crafted with pretentious ingredients imported from abroad. National dishes made with quality local ingredients gain ground alongside iconic customs and rituals. Young chefs that traveled abroad to study technique have returned to their roots, combining the best of both worlds, quite literally. The options are endless, from hamburgers “de autor” — like those from Mauro Colagreco, an Argentine chef from the Michelin-starred restaurant Mirazur — to the hipster hot dog stands that are more likely to attract young office workers than grumpy taxi drivers. Now it’s cool to update these vintage icons — bodegones and centennial cafés — that are often revived by culinary entrepreneurs. Pride in Argentine heritage is taken to the next level by brands such as Gruppo Campari, which lead initiatives surrounding the culture of the aperitivo. Gourmet street food has become more commonplace in recent months, thanks to millennials who bring fresh perspective and develop more integral experiences. Food trucks in Buenos Aires combine culinary trends, premium presentation, chic design touches and even musical performances. What was once a rarity is now a must-have in every market, fair and event across the city. The experience of sitting down for a meal with complete strangers in closed-door restaurants and supper clubs has started to enter the mainstream, reaching new audiences. Communal dining reinforces the porteños’ love for sharing — be it a moment, a meal or a story among friends and family. p.132
  122. 122. Cultural Connections • Buenos Aires, Arg. p.133
  123. 123. DRINK : LOCAL REMIX Coffee culture is another porteño icon that is enjoying a revitalizing remix. Young entrepreneurs have infused a shot of inspiration into the local scene, bringing a new level of sophistication to the traditional cafecito. Terms like “flat white” and “cold brew” live happily among the classic cortados and cafés con leche. Let’s not forget that Starbucks entered the Argentine market just eight years ago; in spite of the the massive chain’s proliferation, independent brands remain on the rise. Argentina is a country known the world over for its wines. While the next generation of sommeliers and enologists explores new realms — such as organic and biodynamic wines and varietals that stray from the omnipresent Malbec — craft beer culture is also shaking things up. Smaller boutique brands are expanding at a rapid pace, with bars popping up all over town showcasing a staggering variety of labels. These beers are cheaper than global brands, which means that young locals looking to diversify their palates are finally able to do so without breaking the bank. Of course, social media plays a key role in this revolution by connecting consumers with cooks, bartenders and other movers and shakers. News of openings and other updates spread like wildfire; blogs, apps like Yelp and Tril, and video tutorials and digital guides have left their mark on the newest generation of foodies that consume and share their stories in real time. The culinary experience no longer takes place within the walls of a restaurant. Instead it has a life of its own that is part of nearly every step of our daily routines. p.134
  124. 124. Cultural Connections • Buenos Aires, Arg. p.135
  125. 125. BUSINESS CULTURE InnovativePerspectives
  126. 126. BUSINESS CULTURE Argentines are natural entrepreneurs. Accustomed to adapting to constant change and moments of crisis and recovery, they’ve honed a keen ability to glean the potential from tough times, to look for ways to take advantage of unfavorable situations and to convert chaos into incredible business opportunities. These qualities are particularly strong among the millennials who grew up with technology, innovation and all the hyperconnectivity of social media that opens up the world to them. Buenos Aires’s nascent startup scene has its heart in the leafy neighborhood of Palermo Soho (now known among the community as Palermo Valley, a nod to Silicon Valley). The area is a meeting place for freelancers, programmers, engineers, developers, designers and small business owners who seek out the startup spirit while bearing the competitive costs of the Argentine market. Given the large amount of expats and foreigners residing in Buenos Aires, the habit of working remotely is evolving as these independent workers leave their home office “bubbles” with the aim to integrate their professional and social lives. “Motivation and creativity reach their maximum potential in a relaxed, friendly environment that amplifies networking and synergy. Unlike the freelancer who works alone or for herself, an entrepreneur thinks of the big picture and aims to develop a project that makes a difference.” — Martin Frankel (Área Tres) ACCORDING TO BLOOMBERG, ARGENTINA, RANKS 49TH ON THE GLOBAL LIST OF TOP 50 MOST INNOVATIVE ECONOMIES, THE ONLY LATIN AMERICAN COUNTRY TO MAKE THE CUT. p.138
  127. 127. Urban Station and Área Tres are two coworking spaces that seek to maximize collaborative energy. Both are located in Palermo Soho and boast a modern design with open spaces. Networking opportunities are available at every turn, and users report higher levels of creativity and efficiency. Later this year, Área Tres will be opening the largest coworking space in Latin America, with more than 5,000 square meters that will house more than 500 entrepreneurs, tech startups, small businesses and even some multinational brands. Cultural Connections • Buenos Aires, Arg. p.139
  128. 128. p.140 THERE ARE MORE THAN coworking spaces worldwide 7500 WITH MORE THAN CO-WORKERS 500.000 IN THE NEXT there will be 4 times this amount 4 years
  129. 129. Cultural Connections • Buenos Aires, Arg. p.141 IN BUENOS AIRES THERE ARE +21 M2 among them 2015 2019 private coworking spaces WITH A TOTAL OF 7000 + people working there1000
  130. 130. PALERMOBastion of Neighborhood Culture
  131. 131. PALERMO: A VANGUARD NEIGHBORHOOD A city of immigrants, Buenos Aires comprises 48 neighborhoods, each with its own unique identity. The multifaceted population has woven its culture and essence throughout, giving life to a number of diverse communities. Palermo Viejo (also known as Palermo Soho, inspired by the area in Manhattan) is just one of the barrio’s many subdivisions and is the largest neighborhood in Buenos Aires. The perfect microcosm of porteño life, Palermo is where new trends come to life and continue to evolve. With its renovated antique homes, avant-garde theaters, independent bookstores, craft fairs and boutiques, the area brings together a bohemian spirit. Quirky and sometimes chaotic architecture house brands that are at the forefront of interior design, fashion, gastronomy and nightlife. This mix represents Palermo’s evolution as a bold leader of change throughout the past decade in Buenos Aires. Plaza Serrano and Plaza Armenia are centerpieces of the neighborhood’s rhythm; on the weekends they’re full of locals and tourists alike, partaking in a variety of activities. No matter their background, anyone can find themselves in Palermo. Free-spirited hippies and fast-paced entrepreneurs share the sidewalks with grannies walking their dogs and artsy families with young children. While no longer the only “cool” neighborhood in Buenos Aires, Palermo’s legacy remains intact. Residents of other barrios — San Telmo and its historic quarter, Villa Crespo and its private showrooms of up-and-coming designers, Belgrano and its verdant plazas ideal for families — are proud to show off where they live. With the proliferation of local markets, shops located off the beaten track, and the drive to revive lo criollo, the next chapter is ready to be written. p.144
  132. 132. Cultural Connections • Buenos Aires, Arg. p.145
  133. 133. POLITICAL SOCIAL MOVEMENTS Strength in Numbers
  134. 134. SOCIAL MOVEMENTS If we were to choose just one word that describes the Argentine people, it could be “passionate.” The mix of Latin blood and Mediterranean roots means that their DNA is loaded with love, loyalty, enthusiasm, and a pinch of chaos. No matter where you are, Argentines are eager to remind you that they’re the “best in the world,” citing anyone from star soccer player Lionel Messi to Pope Francis. Their national pride accompanies them in every aspect of their lives. Argentina has always been a country quick to mobilize both socially and politically; its people aren’t afraid to take to the streets in the name of a cause that they defend. A dark time in history related to the military dictatorship in the 70s and 80s changed an entire generation, and the culture of protest is strong among all socioeconomic classes. Thanks to the rapid growth and use of social media, Argentines are coming together and joining forces like never before to strengthen their messages and effect serious social and political change. p.148
  135. 135. Cultural Connections • Buenos Aires, Arg. p.149
  136. 136. TODOS SOMOS NISMAN Thousands of people took to the streets across the country to demand justice following prosecutor Alberto Nisman’s suspicious death. Raising tough questions about the current administration, locals flooded the main squares and avenues demanding answers. “I am Nisman — we’re all Nisman” quickly became a powerful battle cry as they marched to defend democracy. What was notable is that this movement included people from all socioeconomic backgrounds (especially from the upper-middle class), many of which perhaps chose not to participate in previous instances. The Argentine people, tired of corruption and injustice, joined together and raised a collective voice to both their government and the rest of the world. p.150
  137. 137. #NIUNAMENOS A massive march and subsequent social movement that began in June of 2015 arose in protest of the high level of domestic violence and assaults across Argentina, Chile and Uruguay. Its initial aim was to raise awareness and reduce the number of needless deaths, pushing institutions and governments to provide the necessary instruments to do so. #NiUnaMenos is still used in everyday conversation and debate, both on social media and offline, and shows how in a society known for machismo and discrimination, a radical change in values can be effected. Cultural Connections • Buenos Aires, Arg. p.151
  138. 138. p.152
  139. 139. PASSION FOR FÚTBOL: OLÉ, OLÉ, OLÉ, OLÉ…. Soccer is without a doubt one of the most popular sports in the world, but in Argentina it’s become both the religion and the hope of the people. It transcends barriers — social, personal, professional — though it’s important to remember that most are loyal to “their” team until their death. Porteños love nothing more than to scream the goals of the National Team together, celebrating and going wild in unison. During tougher or more divisive times, Argentines leave their differences behind and use soccer as the unifying common denominator. Win or lose, the love for, and pride in the team are greater; it’s what lifts them up from sadness and drives them to keep going. YOUNG BOY WITH MESSI’S “JERSEY” MAKES WAVES ON TWITTER In January, a Twitter account dedicated to fans of Lionel Messi shared a photo of a young Afghan boy wearing an improvised jersey made from plastic bags. The image quickly went viral, and thousands of users joined the campaign to fulfill the child’s wish: a genuine soccer kit of his idol. Two days later, the same Twitter account shared an update that Messi’s people had reached out in hopes of making the boy’s dream of meeting the soccer star a reality. Without a doubt, the sentiment and passion that drives soccer fans around the world can be harnessed to move mountains. Cultural Connections • Buenos Aires, Arg. p.153
  140. 140. CONCLUSIONS p.154
  141. 141. “HARD TO BELIEVE BUENOS AIRES HAD ANY BEGINNING/I FEEL IT TO BE AS ETERNAL AS AIR AND WATER.” JORGE LUIS BORGES • Social and spontaneous. Anytime is a good time to get together. Porteños center their lives around social encounters, be it with friends, family, or colleagues. They look for excuses to socialize without planning too much in advance, not worrying about formal details or booked agendas. And if there’s a football match on TV, time stops as they gather around for a 90-minute roller coaster ride that will often dictate the next day’s mood. • A city of contrasts: the melancholic nostalgia of tango mixed with porteño passion and joy. Classical and contemporary, seen everywhere from its essence to its architecture. Echoes of European roots mixed with proud Latin joy, insurmountable beauty punctuated by pollution and grit… Buenos Aires must be lived, walked, and celebrated to truly be known. This is the only way to breathe its culture, history, and vibe of its people. • The City that Never Sleeps. Porteños of all ages are night owls that forsake an early bedtime. During the week and on weekends, every day and every hour, bars, restaurants, theaters, cinemas, even the parks, are often full. At home, living rooms, apartment balconies, and terraces echo conversations and laughter into the wee hours. • Buenos Aires is twice the size of Manhattan. The identity and people from each of its 48 districts are unique. Aside from belonging to Buenos Aires, each and every porteño belongs to the neighborhood in which they were born. • 21st Century Asado and coffee. The Sunday barbeque (known as asado) and the daily ritual of stopping for a cafecito are two classics that locals will never surrender. While a new generation of options has come onto the scene, their essence remains steadfast and eternal, and a key part to understanding porteño identity. • You can visit Buenos Aires in a short time - marking the main sights like the Casa Rosada, La Bombonera soccer stadium, historic San Telmo, and trendy Palermo off your list. But the real Buenos Aires is revealed slowly, through its hidden corners and streets, its most emotionally vivid moments (melancholic rainy days spent in a café in San Telmo, a splendidly sunny afternoon strolling through the parks of Palermo), and the experiences lived only once you’ve moved past the obvious in order to let the city’s magic take over. • Unpredictable. From the unpleasant (protests, road blocks, or strikes that result in endless traffic jams) to more enjoyable surprises (parties organized at the last minute, free classical music performances in Plaza San Martin, a new organic fair opening up downtown), residents of Buenos Aires adapt to the constant changes and are masters of the art of living in the moment. Cultural Connections • Buenos Aires, Arg. p.155
  142. 142. LOCATE THE CULTURAL TRENDY HOTSPOTS IN BUENOS AIRES Buenos Aires Market http://www.buenosairesmarket.com/ Sabe la Tierra – Feria Orgánico http://www.sabelatierra.com/ Buenos Aires Food Week: http://www.bafoodweek.com/ Feria Mapo: http://www.mapo.org.ar/ San Telmo Verde Feria Orgánica https://www.facebook.com/santelmo.verde BUSINESS CULTURE: INNOVATIVE PERSPECTIVES Área Tres Malabia 1720 - Palermo http://areatresworkplace.com/es/ Urban Station El Salvador 4577 – Palermo https://argentina.enjoyurbanstation.com/ La Maquinita Niceto Vega 4736 – Palermo http://www.lamaquinita.co/ Otras sedes en Villa Crespo y Vicente López p.156 ENTERTAINMENT The Clubhouse BA Costa Rica 4651 - Palermo http://clubhouseba.com/ Puerta Uno Juramento 1667 - Belgrano www.puertauno.com Frank's Arévalo 1443 - Palermo FB Museo Malba Av. Figueroa Alcorta 3415 - Palermo http://www.malba.org.ar/ Museo Nacional de Bellas Artes Av. del Libertador 1473 - Palermo http://www.mnba.gob.ar/ Museo Nacional de Arte Decorativo Av. del Libertador 1902 - Palermo http://www.mnad.org/ HEALTH WELLNESS Feria Masticar http://www.feriamasticar.com.ar/
  143. 143. FOOD DRINK: LOCAL REMIX Coffee Culture LAB Tostadores de Café Humboldt 1542 – Palermo Lattente Thames 1891 – Palermo Barrio Cafetero Florida 833 – Microcentro The Shelter Arroyo 940 – Retiro CRAFT BEER On Tap Costa Rica 5527 – Palermo Güll Cervecería José Antonio Cabrera 5502 – Palermo Cervelar Vuelta de Obligado 2391 – Belgrano Otras sedes en Palermo, Microcentro, y Caballito Blue Dog Gorriti 4758 – Palermo Pulpería Quilapán Defensa 1344 – San Telmo GOURMET FAST FOOD DOGG San Martín 657 – Microcentro Burger Joint Jorge Luis Borges 1776 – Palermo 180 Burger Bar Suipacha 749 – Microcentro Cultural Connections • Buenos Aires, Arg. p.157
  144. 144. p.158
  145. 145. p.159 COLOMBIA
  146. 146. INTRODUCTION The population of Colombia is approximately 48.7 million, and the third-most-populous country in Latin America. The country comprises a variety of cultures, ethnicities and languages. p.160
  147. 147. COLOMBIA IN CONTEXT Colombia possesses the third-largest economy in Latin America and boasts steady annual growth. The economic growth rate is estimated to reach 2.5 % for 2016. Colombia’s economy is based on, and benefits mainly from agriculture, oil, and coal and gold mining. The biggest companies and industries in the country are Grupo Empresarial Antioqueño, Avianca, Grupo Argos, Grupo Aval, Grupo Exito, Bancolombia, Terpel, Ecopetrol, among others. Colombia has four main economic and cultural epicenters: Bogotá, Medellín, Cali and Barranquilla. Colombians’ main passions include soccer, coffee, Vallenato (music) and being go-getters. BOGOTÁ Population: more than 9.5 million. Its GDP currently accounts for approximately 25% of the country’s and is larger than those of several other Latin American countries. Cultural Connections • Colombia p.161 BOGOTÁ
  148. 148. p.162
  149. 149. Cultural Connections • Colombia p.163 WHAT YOU WILL DISCOVER ABOUT COLOMBIA FROM THIS REPORT: Country in Context Digital Demographics Peace Agreements Rise of the Middle Class Bike Is the New Black New Age of Fitness Sports All You Can Eat Tourism Hot Spot
  150. 150. p.164 PEACE THE IMPORTANCE OF THE PEACE PROCESS FOR COLOMBIA AND ITS PEOPLE Colombia has endured an internal armed conflict that has lasted for more than 50 years. This conflict has torn apart many lives, and it has mostly affected the rural and less wealthy populations of the country. It is a conflict between the state and several armed revolutionary left-wing groups, known as guerrillas. The peace process, now being conducted, is the light at the end of the tunnel, finally giving hope for an endurable and definitive accord. Peace is the top priority for Colombia’s society and well-being. The peace agreements that are about to be signed would bring forth many advantages to everyone in Colombia and promise political, economic and social transformations for the country: Social reconciliation and forgiveness National economic development A more inclusive financial system Better land distribution Respect for human life, and free development, and the right of security and safety, especially in rural areas A complete cease-fire from both government troops and revolutionary groups An end to infant and child recruiting, which has caused so much suffering and pain over the years
  151. 151. Cultural Connections • Colombia p.165 MIDDLE CLASS FORTHEFIRSTTIMEINITSHISTORY,COLOMBIA CANBECONSIDEREDMIDDLE-CLASS. During the past 10 years, the country’s social composition has been radically transformed, experiencing enormous growth and economic empowerment, especially with the middle class. According to national statistics provided by the government and others, between 2014 and 2015 the Colombian middle class made up more than 30% of the country’s total population. The rise of education, employment and family home programs are crucial factors that explain the growth of the middle class. These programs have helped 4.4 million Colombians overcome poverty, and 3.8 million more have been consolidated into the middle class. Contributing to the rise of middle class is the growth of intermediate cities in Colombia, which has been at its highest lately. Some of those cities have been developing quite the potential for societal and economic transformation. In 1973, there were only 18 cities with more than 100,000 inhabitants and only two of them had a population of more than 1 million. But today, 40 years later, those figures have more than doubled: There are currently four big cities with a population of more than 1 million (Bogotá, Medellín, Barranquilla and Cali) and 37 municipalities with a population between 100,000 and 1 million. The middle class is synonymous with economic and social empowerment.
  152. 152. p.166 BIKE THE CITIZENS OF BOGOTÁ HAVE UNDERSTOOD THE IMPORTANCE OF HAVING FAST, EFFICIENT AND EASY TRANSPORTATION OPTIONS. THE CITY HAS BECOME A GLOBAL ICON THAT PROMOTES THE USE OF BICYCLES AS TRANSPORTATION ALTERNATIVE. Bogotá has been actively promoting bicycle transportation. Bicycle night rides, Sunday bike ways, car restrictions, and other programs, turn the city into a model of sustainable commuting for the world. The city mobilizes the most bicycles in Latin America and has the largest specialized bike-roads network in the country. Over 400 kilometers of specialized bicycle roads Over 450.000 bicycles trips made every day Over 350 kilometers under construction
  153. 153. Cultural Connections • Colombia p.167 EverydaymoreandmoreColombians areenjoyingabicycleridehome.
  154. 154. p.168 FITNESS AND SPORTS CULTURE LIVING IN BOGOTÁ IS STRESSFUL. CITIZENS NEED TO LIVE A MORE-MINDFUL, LESS-ANXIOUS LIFESTYLE. IN A CITY OF 9 MILLION, IT’S NECESSARY THAT THERE’S A MOVEMENT WORKING TO EMPOWER PEOPLE TO MAXIMIZE THEIR FREE TIME AND ENJOY THEMSELVES. As never before, people are following healthy fitness trends. There is a massive sports culture explosion that is mainly led by activities such as soccer, CrossFit, yoga, Pilates, TRX, Insanity, military training, spinning and others. This sports-fitness trend is especially strong in cities such as Bogotá, Medellín, Barranquilla and Cali, and is not limited to gender, age or social status. In almost in every neighborhood in each of these cities, you will be able to find one or two sports complexes that offer fitness opportunities, many of them open 24-7. From businessmen to housewives to college kids, everyone is trying to stay in shape.
  155. 155. Cultural Connections • Colombia p.169 EAT THE RISE OF THE MIDDLE HAS CHANGED THE WAY COLOMBIANS EAT. FOLLOWING HEALTH AND FASHION TRENDS, THERE HAS BEEN A MASSIVE BOOM OF SPORTS- AND-FITNESS GYMS AND HEALTHY- RESTAURANTS ALL OVER THE COUNTRY. This cultural trend has led to a new healthy attitude about food. People compare natural and artificial ingredients and show a greater concern about what they put into their bodies. They seek more natural and organic options because there is a consensus on the negative impact of artificial and non-healthy foods and beverages. Meanwhile, the international food industries have noticed that the Colombian middle class now has stronger purchasing power. This is of huge concern to the local food industry since many food chains and products are competing to get into Colombian soil. Some of them have already made it in recent years: Johnny Rockets, Carl’s Jr., Burger King, Chuck E. Cheese, Krispy Kreme, Fuddruckers, Starbucks, P.F. Chang’s, Papa John’s, and many others. Every single day, there are more and more Colombians eating out as they feel really attracted to international food chains and open to different gastronomical choices. So it does not matter where the food comes from, if it is healthy or if it is expensive — the trend reflects that Colombians can afford to eat elsewhere but home and enjoy doing so. Hint: Onlinedeliveryandmobile appscreatecompetitiveedges onthemarketandareamain driverwhendecidingwhator wheretoeat.
  156. 156. p.170 TOURISM WITH THE RISE OF THE MIDDLE CLASS AND AS THE PEACE PROCESS ADVANCES, NATIONAL AND INTERNATIONAL TOURISM HAS GROWN EXPONENTIALLY IN COLOMBIA. Local currency devaluation has made our country attractive for eco-tourism and highly affordable as a vacation destination. In addition, middle-class citizens from all over the country are traveling more than ever as trips by road and air have reached historic peaks. Aside from popular destinations such as Cartagena, Santa Marta and Amazonas, recent trends show that there are other highly attractive destinations that are gaining notice from national and international travelers. These include Eje Cafetero, San Gil, Villa de Leyva, Palomino, Caño Cristales and Villavicencio. These destinations are mainly cultural and represent the customs of quite different geographical zones in Colombia. According to Departamento Administrativo Nacional de Estadística, or DANE, which tracks national statistics, Colombians spent more than 4 billion pesos ($1.3 billion) on tourism during 2015, almost 13% more than in 2014 and 25% more than in 2013. Trips by plane went up 11.3% during the same period.
  157. 157. Cultural Connections • Colombia p.171 LOCATE THE CULTURAL TRENDY HOTSPOTS IN COLOMBIA Plaza de Bolívar Bolívar Town square Monserrate Parque Simón Bolívar Simon Bolivar Park Museo del Oro The Gold Museum Torre Colpatria Colpatria Tower Zona G G District Parque de la 93 93rd street park Museo Nacional National Museum La Candelaria La Candelaria District Andrés Carne de Res Restaurant
  158. 158. p.172 DIGITAL DEMOGRAPHICS Sources: NE Colombia, Techtracker Ipso, Facebook, ComScore, Interactive Advertising Bureau 49% 51% 15% 26% 22% 17% 12% 8% 6-14 25-34 45-5415-24 35-44 54+ AGE GROUPS 80%of Colombians have Internet access. 64% of them log on to social networks at least once a day. 42% own a cell phone or a smartphone. Travel Tourism is the strongest category, commanding 34% of online purchase. 59% use the Internet on a daily basis. 16%of them shop online. 7 out of 10people use social media. 97% of Colombians have Facebook accounts.
  159. 159. Cultural Connections • Colombia p.173 COLOMBIA “LIVES” DIGITAL