The rise of nationalism in Mexico

Mexico’s strong cultural heritage unites the nation

There can be little doubt that Mexico is a major player on the world stage today. With 130 million inhabitants, it is currently the tenth most populous country on earth and the world’s fifteenth largest economy. Mexico may still be technically classed as a developing nation, but gradual economic progress in recent decades has lifted many Mexicans out of absolute poverty and boosted the country’s appeal as a target market for international brands.

Mexico also has considerable cultural cachet and is internationally recognised in spheres as diverse as music, art, film and cuisine. This may be partially linked to the sheer scale of the cultural influence it exerts over its northern neighbour: from the ubiquity of Mexican (including Tex-Mex and Mexican-inspired) food outlets such as Taco Bell and Chipotle, to the success of Disney’s Coco in 2017, there is a clear Mexican facet to the American experience north of the border and, by extension, to the culture that the US exports to the rest of the world.

For many of us, these factors mean that a set image comes to mind when we think of “Mexico”; however, our preconceived ideas often bear little resemblance to the actual reality of life and culture within the nation. In 2018, Mexican national identity is under closer scrutiny than ever before. Hostile political rhetoric from the highest echelons of the United States government has had profound ramifications within the country and prompted an uptick in nationalism, widely viewed as having been instrumental in the election of Andrés Manuel López Obrador (commonly known as AMLO) as Mexican president in July 2018.

In this White Paper, we will consider a number of important questions facing companies wishing to enter the Mexican market or expand their presence there. Firstly, we will offer a broad overview of the social, demographic and economic characteristics of the country and discuss a number of key trends shaping consumer behaviour. After this, we will delve deeper into the causes and consequences of the rise in nationalism, before considering how the current political climate has affected marketing and advertising within Mexico. Lastly, we will conclude by assessing what these developments mean for international brands.

Mexican brands, and brands operating in Mexico, are well-acquainted with the consumer profiles we explored previously and the trends shaping the national discourse. The challenge for such brands is knowing when and how to tap into shifts in mentality, including the rise in nationalism seen in recent years. Given the risks inherent in making open political statements and the fact that these risks are even more acute in the context of an electoral year, many brands have chosen subtler ways to tap into the uptick in national pride. In this section, we will show how several brands have responded to the rise in nationalism by creating ads that celebrate Mexican identity, culture and values.

As a populous, diverse nation with a burgeoning middle class, Mexico offers immense growth potential for domestic and international companies. Poverty and violence are still serious issues in certain states, but consumers in many other states live similar lives to those of their counterparts in North America or Europe. New technologies including internet access, e-commerce and social media are changing the ways in which Mexicans interact with brands, stay up to date with the latest news and trends, and purchase products.

Brands looking to make their mark in Mexico should carefully consider these regional differences as they pitch their products and design their business activities in the country. Is essential to base campaigns on a solid understanding of Mexican consumers and the reality on the ground.