What It Takes To Market To Mexican Millennials

What It Takes To Market To Mexican Millennials

We’ve all heard the rage—the first global generation: empowered, hyperconnected, jobless, in debt, and probably still living with their parents, “The Me, Me, Me, Generation” as the Times called it.

However what we fail to understand is not all millennials are the same, and Mexican millennials are first and foremost Mexican.

Mexico is a culture fueled by change, and these millennials grew up in the midst of it. Causing them to be resilient, family-oriented, hopeful, and proud to be Mexican. They grew up in a post-NAFTA economy in an open and proactive society. Their parents told them they could do anything, and they have since believed it: more than half believe they will have better opportunities than their parents, 68 percent a better education, and 74 percent believe they will achieve most of their goals in the future. These factors combined make them the happiest millennials on earth, according to MTV’s the Next Normal.

The Internet has allowed them to be part of a global generation, but locally it has democratized ideals among social classes. As the rise of the middle class becomes apparent, they are the first generation that is not, and will not, be limited by their socio-economic class. Today, traditionally middle and low SEL have access to the same platforms and information that otherwise were out of reach. Facebook penetration increases as class decreases among the already connected youth. As we can expect they share what’s important to them: family photos, adventures, and ideals: whether that be getting the job, graduating, and for the lowest class even their journey as they cross the border.

What we as brands must understand, is Mexico is evolving. Global values have a different meaning, and how millennials connect with them is entirely local and highly paradoxical ie: relatively high Internet penetration, but half of it through mobile and not all through smartphones, however only 30% of mobiles have data plans. How Mexicans millennials adapt to new technology is entirely based on culture. A culture that is open to new ideas but still very much tied down to what it means to be Mexican. To market effectively we must first understand what it means.

Millennials believe Mexico is the place for opportunity and they are doing everything they can to achieve it. Therefore they are looking for brands that will help them achieve their goals but do understand that some global concepts are too aspirational or simply irrelevant. For example, personal independence can be both aspirational and somewhat irrelevant. On average millennials move out of their homes at 27, thus speaking of personal independence to most under 27 is aspirational. However, it can also become irrelevant if phrased incorrectly because family is the most important concept according to the National Youth Survey.

Understanding where these tensions lie, and the balance between global and local is key for international brands as they market to Mexican millennials.