cultural connections latin america

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: Latin America.

Maxine Gurevich, Senior Brand Planner, Global Insights

The View from LaTin america.

C u l t u r a l C o n n e c t i o n s • S ã o P a u l o , B r a z i l

p . 7p . 6

IntroductIonWe'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 AraújoResearch and Innovation Director, Edelman Significa

São Paulo cItyThe 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.

BraZIlThe 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

TRENDSWe identified seven 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

Love for SP: From Private to CoLLeCtive

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.


p . 1 1p . 1 0

ThE ciTy, amiD a pRocESS of RE appRopRiaTioN, 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.”

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.


p . 1 3p . 1 2


p . 1 4

A series of initiatives aims to

promote an intense dialogue about a

creative economy, collaborative

innovation and sustainability.


p . 1 7p . 1 6

New ways oF CoNsumiNg (and ProducIng)


p . 1 9p . 1 8

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.

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.


p . 2 1p . 2 0

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.


p . 2 3p . 2 2

CooL simPLiCity

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.

Amid 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.


p . 2 5p . 2 4

CooL simPLiCity


p . 2 7p . 2 6

soCiety iN motioN

flyers, 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.

The 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.


p . 2 9p . 2 8

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.

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.

São Paulo has one of the largest gay communities in the world and has gained huge visibility worldwide.


p . 3 1p . 3 0

Multi- CuLturaLism

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.

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.


p . 3 3p . 3 2

art For aLL

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.

Separated from the “formal” market, artworks begin to appear in the chaotic gestalt of public spaces in the Brazilian metropolis.


p . 3 5p . 3 4

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.


p . 3 7p . 3 6

a soCiaL CouNtryBrazil 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.

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


p . 3 9p . 3 8

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 million people use

Facebook every day

99% of users who are on

Facebook use it every month

62 million of which access

it via mobile

89% of those use it on mobile

Brazil is the third

largest country

on 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 max

pro

/ Sh

utte

rsto

ck.c

om

Newsworthy:


p . 4 1p . 4 0

instagram

instagram engagement is

1 5 t i m e S h i g h e r 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


p . 4 3p . 4 2

twitter15.3 million users in Brazil

Topics of

interest

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

FAShION

FINANCE

TrAVEL

GAMING

FOOD

MUSIC

CArS

FILMS 79%

75%

71%

65%

57%

57%

55%

39%

genderFEMALE 61%MALE 39%

age16-20 6% 35-44 22%21-24 15% 45-54 22%25-34 21% 55-64 14%

Social classA 12%B 61%C 27%

average minutes Spent online28

72desktop

Mobile


p . 4 5p . 4 4

messaging Platforms

emerging Platform: Periscope

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%

P E r I S C O P E : D A I L Y 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 are2 million

active users daily.

uSa / turkey / Brazil

The top 3 countries are:

https://www.theguardian.com/technology/2016/may/02/brazil-whatsapp-block-72-hours





toP thiNgs a marketer Needs to Know Before Stepping foot into Brazil:

locate the cultural & trendy hotSPotS In São Paulohouse of BubblesRua Doutor Virgílio de Carvalho Pinto, 61, Pinheiros

house of WorkRua Dr. Virgílio de Carvalho Pinto, 47

house of Learning São Paulo / Pinheiros: R. Dr. Virgílio de Carvalho Pinto, 69São Paulo / Lapa: R. Aurélia, 1714Rio 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

mocotóAv. Nossa Sra. do Lorêto, 1100 - Vila Medeiros, (11) 2951-3056

Urban ArtsR. Colômbia, 534 (11) 3060-8326Rua Oscar Freire, 156 (11) 3081-6142Rua Cayowaá, 2085 (11) 3081-6142R. Gaivota, 1423 (11) 5093-7350

red Bull StationPraça da Bandeira, 137 - Centro, São Paulo (11) 3107-5065

Ben & Jerry’sRua Oscar Freire, 957 - Cerqueira César (11) 3213-9114

instituto ChãoRua Harmonia, 123 - Vila Madalena (11) 3530-0907

C u l t u r a l C o n n e c t i o n s • B u e n o s A i r e s , A r g .

p . 4 7p . 4 6

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.

C u l t u r a l C o n n e c t i o n s • M e x i c o C i t y , M e x i c o

p . 5 1p . 5 0

IntroductIonDespite 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.

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.

TRENDSWe identified nine 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


p . 5 5p . 5 4

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. treNDs


p . 5 7p . 5 6

LoCaL retrievaLPeople 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.

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.

LA SURTIDORAAccording 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.


p . 5 9p . 5 8

ABARROTES DELIRIOA 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 Cultureinformal vending has always been a part of mexico’s culinary landscape.

on street corners around mexico city, it is common to see vendors selling all types of food, from fresh juices to corn-in-a-cup and garnachas (fried food). The rich and flavored local tradition inspired UNESco to recognize mexican food as a world heritage in 2010.

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.

Source: http://abarrotes.delirio.mx

Source: http://abarrotes.delirio.mx


p . 6 1p . 6 0

PELTREA 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.

PELTREA 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.

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”

Source: http://fromteatotequila.blogspot.com/

Source: Foodie.com.mx


p . 6 3p . 6 2

reiNveNtioNteNsioNThe rescue of public spaces, where old and contemporary cultures collide, finds fresh authenticity by bringing new perspectives to old customs.

REimagiNiNg pUBlic SpacESThe 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.”


p . 6 5p . 6 4

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.

moNUmENTo a la REvolUciÓN

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.


p . 6 7p . 6 6

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.

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 ALAmeDAThis 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.

meXiCaN witInteresting 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.

C u l t u r a l C o n n e c t i o n s • M e x i c o C i t y , M e x i c o t

p . 6 9p . 6 8

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 MEMEShttps://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.


p . 7 1p . 7 0

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

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.


p . 7 3p . 7 2

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 AZULESTeaming up with the main pop artists and rock legends, Los Ángeles Azules is spearheading movements like symphonic cumbia.

triBaLalSo KNowN aS 3Ball

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.

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:

youTubefacebook

Sopitas (blog)

mercado libre (online marketplace)

El Universal (newspaper)


p . 7 5p . 74

traDitioN with a missioNCompanies, 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.

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.

LABORATORIAThis 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.


p . 7 7p . 7 6

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.

our 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

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.Source: www.pixza.mx

FONDEADOrAThis crowdfunding platform backs projects that aim to boost Mexican talent, creativity and innovation. It also helps entrepreneurs promote and finance their ideas.

Small and medium-sized businesses in mexico account for 52% of the gDp and nearly 72% of job creation.

— El Economista


p . 7 9p . 7 8

Source: www.fondeadora.com

LoCaL touristHigh-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 . 8 1p . 8 0

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.


p . 8 3p . 8 2

TURiBUS

museum Nights

Hotels Galore

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.

Hotels 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 CarLotaPreviously 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


p . 8 5p . 8 4

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://oreganotomilloylaurel.files.wordpress.com/2014/02/

Source: http://www.mexicocity.gob.mx


p . 8 7p . 8 6

New wave CuLtureMexico 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.

Culture Fast-PassThere 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


p . 8 9p . 8 8

The government takes advantage of social media usage among youth to communicate new initiatives

and build strong cultural communities

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


p . 9 1p . 9 0

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. So

urce

: ww

w.la

bcd.

mx


p . 9 3p . 9 2

Featured Local artistsNew 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.

museums nowadays no longer portray themselves as the ultimate authority. The museum experience has turned from a library-like environment towards an active place for educational entertainment, thus being perceived as a place of intellectual and social encounters that has become more attractive to new generations.”

— Sofía Provencio, Communications and Strategy Manager for Cultural Platforms

liTTlE JESUSThe 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.

The country is living in a moment where you have everything. you can enjoy a big concert, visit great art expositions or an incredible showroom.... you no longer need to travel outside because you can find everything here and the quality is great. This new generation has something different and we’ve noticed.”

— Lalo rojas, Little Jesus manager



p . 9 5p . 9 4

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.

Top 5 DigiTal iNflUENcERS

yuyaBEAUTY BLOGGERTOTAL FOLLOWERS:

10,000,000

mario BautistaYOUTUBER AND SINGER

TOTAL FOLLOWERS:

8,000,000

Juanpa zuritaYOUTUBERTOTAL FOLLOWERS:

7,988,002

andy TorresFASHION BLOGGER

TOTAL FOLLOWERS:

5,000,000

los polinesiosYOUTUBERSTOTAL FOLLOWERS:

3,366,000

Source: social profileSource: social profile


p . 9 7p . 9 6p . 9 6

CyCLe CityThe 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.

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.


p . 9 9p . 9 8

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.

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.

motos Eléctricas

Source: twitter @yoinsolente

Source: www.bicired.org

Source: www.econduce.mx

98.2%

95.8%

91.1%

87.1%

83.6%

91.1%

mexico

North america

globalasia

pacific

Europe

latin america

Globally, Mexico has the highest

reach in Social Media

98.2%

95.8%

91.1%

87.1%

83.6%

91.1%

mexico

North america

globalasia

pacific

Europe

latin america

Globally, Mexico has the highest

reach in Social Media


p . 1 0 1p . 1 0 0

DigiTal DEmogRaphicS

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 10 social media users in Mexico access a social platform every day.

Social networking is the leading mobile phone Internet activity in Mexico.

Sources: INEGI, Nielsen, ComScore, Interactive Advertising Bureau

52.1% 47.9%

Source: comScore Media Matrix© April 2014, Mexico, Home and Work, Only PC-Laptop, Age 5+

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

24,98217,852

12,7059,1196,094

5,637

15%

31%

21%17%

11%5%

6-14 25-34 45-5415-24 35-44 54+

DigitaL Key inSightS: mEXico ciTy

BY the NUmBerS

120 million Total population in

Mexico

21 million Total population in

Mexico City

2.5 million Young people in

Mexico City between 15 and 24 years old

34 Average age in

Mexico City

uS $11,321 GDP per capita

uS $8 billion approx.

Advertising spent

33.1 million Economically active

population: Men

20.7 million Economically active population: Women

2.6% Inflation Rate

10% Indigenous groups in

the population

Some of the largest companies in Mexico:

femsa, grupo modelo, grupo cemex, grupo Televisa, grupo carso, grupo Bimbo.


p . 1 0 3p . 1 0 2

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.

locate the cultural & trendy hotSPotS In MeXIco cIty

restauraNts

La Surtidora Don BatizPolanco:Julio Verne 93 PolanquitoCd. de México(55) 5280-309 CentroMadero 23 Centro Histórico,Cd. de México(55) 5512-0105 Abarrotes DelirioColima 114Col. Roma(55) 5264 1468 milán 44Milán 44Col. Juárez(55) 52078410

PeltreCondesa:Saltillo 73Col. Hipódromo Condesa(55) 5211 6178

PuBLiC sPaCes

monumento a la revoluciónPlaza de la República S/NCol. Tabacalera, (55) 5592 2038 Paseo de la reformaAv. Paseo de la Reforma Bajo PuenteBajo Puente de Circuito Interior S/NCuauhtémoc, Condesa, 06140 Ciudad de México, D.F., México Calle reginaRegina StreetCol. Centro Barrio AlamedaDoctor Mora 9Col. Centro(55) 5512 3810 Bazar FusiónLondres 37Col. Juárez(55) 5511 6328 Corredor Cultural roma – Condesa La Roma and La Condesa neighborhoods

romaÁlvaro Obregón 85-ACol. Roma(55) 5207 3801

helado ObscuroRoma:Córdoba 223Col. Roma Norte(55) 4444 4878

Zona rosaLiverpool 158Col. Juárez(55) 5208 4525 La Pantera Fresca Tamaulipas 178Col. Condesa PixzaLiverpool 162 BCol. Juárez(55) 2507 0287

BUENOSAIRESCultural Connections

Trend Report"I’M not even Sure If thIS cIty even eXIStS, or If a Poet haS Invented It for Me!"TANgO "SIEMPRE SE VUELVE A BUENOS AIRES" BY ASTOR PIAzzOLLA & ELADIA BLAzqUEz

argentIna – country In conteXtArgentina 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.

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 MtW: 3.1 MLinkedin: 2.2 Minstagram: 1.7 Mtumblr: 1.2 M

Social media User Share by Demographics:

males - 29.8% between 15-24 yearsFemales - 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


p . 1 0 7

BuenoS aIreS

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.

the Porteño gaZe


p . 1 0 9p . 1 0 8


ENTERTAINMENT Democratization of Culture

thIS neW acceSS to entertaInMent and SocIalIZatIon IS reflected through a varIety of nIche and vertIcal MarketS, offerIng a rIch and dIverSe SocIal eScaPe through the neIghBorhoodS of BuenoS aIreS.

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 . 1 1 3p . 1 1 2

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!)

regIStered culture

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 . 1 1 5p . 1 1 4

durIng the fIrSt 10 MonthS of 2015, a total of 4.7 MIllIon non-reSIdent tourIStS arrIved.

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 . 1 1 7p . 1 1 6

HEA

LTH

&

WEL

LNES

S

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.

the PrograM actIve PlaceS ProMoteS a healthy lIfeStyle, through acceSS to SPort, recreatIon and PhySIcal actIvIty. SoMe 50,000 PeoPle PartIcIPate each Week.


p . 1 2 1p . 1 2 0

FitFlueNcers: Mark the rhythM OF hEALThy EATING IN NETWOrkS. N E I T h E r P r O F E S S I O N A L N O r CELEBrITIES, ThEIr rANkS EXCEED 70,000 FOLLOWErS ON SOCIAL NETWOrkS, ThANkS TO ThEIr ADVICE ON FOOD AND FITNESS.

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 . 1 2 3p . 1 2 2

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.

22009941331701999


p . 1 2 5p . 1 2 4

FOOD & DRINKLocal Remix

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 . 1 2 9p . 1 2 8

drInk : local reMIXCoffee 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 . 1 3 1p . 1 3 0

BUSINESS CULTURE

Inno

vativ

e Per

spec

tives

BuSIneSS cultureArgentines 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.

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.


p . 1 3 5p . 1 3 4


p . 1 3 7p . 1 3 6

THERE ARE MORE THAN

coworking spaces worldwide

7500IN BUENOS AIRES THERE ARE

+21

WITH MORE THAN

CO-WORKERS

M2 among them

500.000

IN THE NEXT

there will be 4 times this amount 2015 2019

4 years

private coworking spaces

WITH A TOTAL OF7000

+people

workingthere1000

PALERMOBastion of Neighborhood Culture

PalerMo: a vanguard neIghBorhoodA 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 . 1 4 1p . 1 4 0

POLITICAL & SOCIAL MOVEMENTS

Strength in Numbers

SocIal MoveMentSIf 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 . 1 4 5p . 1 4 4

todoS SoMoS nISManThousands 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.

#nIunaMenoSA 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.


p . 1 4 7p . 1 4 6

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.


p . 1 4 9p . 1 4 8

concLUSionS

“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. Porteños center their lives around social encounters, whether with friends, family or work colleagues. They look for excuses to socialize without plans set well in advance. It is always a good time to meet.

the city of contrasts: tango nostalgia, joy and Latin porteña passion. Classical and contemporary. Its spirit and architecture. The best way to get to know life in Buenos Aires is to walk it and enjoy it. That way you can breathe its culture, history and the vibe of its people.

Night life. Buenos Aires is also a city that never sleeps. Porteños of all ages choose nightlife. Both during the week and on the weekends, every day and every hour, the bars, restaurants, theaters, cinemas and more are full. Even home meetings, especially if there is a football match on TV!

Buenos Aires is twice as large as manhattan. The identity and people from each of its 48 districts are unique. Each Buenos Aires porteño belonging not just to Buenos Aires but the neighborhood where he was born.

Roasted coffee and XXI Century. The “roast” and the “little coffee” are two classics that locals insist must not be changed. While options abound in the city, neither has managed to be replaced. The truth is that they are being revved up and modernized.

You can know Buenos Aires in a short time, watching the “main sights” like the Casa Rosada, La Bombonera, San Telmo or Palermo. But the real Buenos Aires is slowly revealed through its hidden corners, its most emotional moments (melancholic on a rainy day in San Telmo, or euphoric the next with a splendid sun as you walk through the parks of Palermo). These are the experiences you can expect only when one you’re committed to the city.

Unpredictable. When the marches or strikes interrupt transit without notice to the most pleasant surprises — last-minute parties, free orchestral performances at Plaza San Martin, a new organic fair downtown — the locals have adapted to constant change and know how to live in the moment.


p . 1 5 1p . 1 5 0

locate the cultural & trendy hotSPotS In BuenoS aIreS

Buenos Aires markethttp://www.buenosairesmarket.com/

Sabe la tierra – Feria Orgánicohttp://www.sabelatierra.com/

Buenos Aires Food Week:http://www.bafoodweek.com/

Feria mapo:http://www.mapo.org.ar/

San telmo Verde Feria Orgánicahttps://www.facebook.com/santelmo.verde

BuSineSS Culture: innovative PersPeCtives

Área tresMalabia 1720 - Palermohttp://areatresworkplace.com/es/

Urban StationEl Salvador 4577 – Palermohttps://argentina.enjoyurbanstation.com/

La maquinitaNiceto Vega 4736 – Palermo http://www.lamaquinita.co/Otras sedes en Villa Crespo y Vicente López

food & drink: loCal reMix

Coffee CultureLAB Tostadores de CaféHumboldt 1542 – Palermo

LattenteThames 1891 – Palermo

Barrio CafeteroFlorida 833 – Microcentro

the Shelter Arroyo 940 – Retiro

CraFt Beer

On tapCosta Rica 5527 – Palermo

güll Cervecería José Antonio Cabrera 5502 – Palermo

CervelarVuelta de Obligado 2391 – Belgrano Otras sedes en Palermo, Microcentro, y Caballito

Blue DogGorriti 4758 – PalermoPulpería QuilapánDefensa 1344 – San Telmo

gourmet Fast FooD

DOggSan Martín 657 – Microcentro

Burger JointJorge Luis Borges 1776 – Palermo

180 Burger BarSuipacha 749 – Microcentro


p . 1 5 3p . 1 5 2

eNtertaiNmeNt

the Clubhouse BACosta Rica 4651 - Palermohttp://clubhouseba.com/

Puerta Uno Juramento 1667 - Belgranowww.puertauno.com

Frank'sArévalo 1443 - PalermoFB

museo malbaAv. Figueroa Alcorta 3415 - Palermo http://www.malba.org.ar/

museo Nacional de Bellas ArtesAv. del Libertador 1473 - Palermohttp://www.mnba.gob.ar/

museo Nacional de Arte DecorativoAv. del Libertador 1902 - Palermohttp://www.mnad.org/

heaLth & weLLNess

Feria masticarhttp://www.feriamasticar.com.ar/

https://www.facebook.com/FranksBar.ar/?rf=140157026074723

p . 1 5 5p . 1 5 4

CoLomBia

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.

coloMBIa In conteXtColombia 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.

BogotÁPopulation: 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.

C u l t u r a l C o n n e c t i o n s • C o l o m b i a

p . 1 5 7p . 1 5 6

BogotÁ


p . 1 5 9p . 1 5 8

whaT yoU will DiScovER aBoUT

col om B i a f Rom Th i S RE p oRT:

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


p . 1 6 1p . 1 6 0

PeaCe miDDLe CLass

ThE IMPOrTANCE OF ThE PEACE PrOCESS FOr COLOMBIA AND ITS PEOPLEColombia 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.

FOr ThE FIrST TIME IN ITS hISTOry, COLOMBIA caN be coNsidered Middle-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.

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 the middle class is synonymous with economic and social empowerment.


p . 1 6 3p . 1 6 2

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

every day more and more colombians are enjoying a bicycle ride home.


p . 1 6 5p . 1 6 4

FitNess aND sPorts CuLture

eat

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.

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.

from businessmen to housewives to college kids, everyone is trying to stay in shape.

hint: Online delivery and mobile apps

create competitive edges on the market and are a main driver when deciding what or where to

eat.


p . 1 6 7p . 1 6 6

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.

locate the cultural & trendy hotSPotS In coloMBIaPlaza 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

coNtributors: SAkBe BOrJADigital PlannerDigital / Planning, Mexico

DiANA hereSCreative CopywriterCreative, Mexico

kAriNA FrANCOSenior Account SupervisorPublica Affairs, Mexico

JOrge meJíASenior Account SupervisorConsumer, Mexico

EDElmaN TEam

leadership: SergiO SÁNCheZVice PresidentPlanning, Mexico

SUSANA CAStAñeDASenior StrategistPlanning, Mexico

ANA SOFíA mOrALeSAccount ExecutivePR Corporate, Mexico

riCArDO CAPUANOSenior Account ExecutivePR / Planning, Mexico

leadership: PAULA herrerOS Account Director, Digital

PABLO FrANCO Account Director, Technology

emiLiA mArtA Account Director, Technology

PAige NiChOLS Senior Account Executive, Digital

SANtiAgO gONZÁLeZ Designer, Creative Director, Digital

coNtributors:ANA LAUrA eStéVeZ Senior Account Executive, Consumer

AgUStiNA FeNOSA Account Executive, Technology

AmeLiA grAViOttO Senior Account Executive, Corporate

iSABeL LóPeZ LABeLLA Account Executive, Public Affairs

ViCtOriA BeLLO Account Executive, Consumer

leadership: rODOLFO ArAUJOKnowledge Director, Research

coNtributors:FLAViA AgriAAccount Executive, Research

LUiSA LimAAccount Supervisor

NAtALiA mArtiNeZExecutive Vice President

ChimeNe rAmOSSenior Account Executive, Planning

mAriANA rAmOSAccount Manager, Corporate Engagement

ANA SiLVA Account SupervisorCorporate Engagement

mArCiLiA UrSiNiSenior Account DirectorMarketing Engagement

DANieLA SChmitZExecutive Vice PresidentMarketing Engagement

leadership: mAUriCiO FerrO General Manager

CArOLiNA gómeZ Vice President

DANieL herNAN Account Supervisor DiANA gUtierreZ Account supervisor- Digital

SÃo paUlo BUENoS aiRES

colomBiamEXico ciTy

rOBertA NADDeO Senior Account Supervisor, Marketing Engagement

eDUArDO ALVeSAccount SupervisorMarketing Engagement

tAiS PiNheirOAccount Manager, Planning

PAmeLA UNterBergerSenior Account Supervisor, Research

CArOLiNA kiYUNAAccount Supervisor, Marketing Engagement

mANUeLA NOgUeirA Digital Knowledge Manager

p . 1 7 0

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+


p . 1 7 1

colomBia “livES”

DigiTal

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 10 people use

social media.

97% of Colombians have Facebook

accounts.

cultural connections latin america

Documents