The document discusses 7 trends shaping brands in Mexico: 1. Increased citizen participation and demand for rewards through social media networks. 2. Emergence of more transparent and socially responsible brands. 3. Growth of women's roles in business and the workforce. 4. Rise of apps and initiatives to prevent, respond to, and mitigate natural disasters. 5. Debate around privacy with new laws enabling real-time phone tracking. 6. Evolution of dining experiences beyond traditional restaurants. 7. Younger generations embracing independent festivals and nature.

2. While a trend is about
possibilities and
scenarios in the future,
it is also essential to
take the past into
account, in order to
evaluate history
and emerging repeating
patterns.
was a year full of scandals, royalty,
poverty, natural disasters, man-made
tragedies, national pride and
disappointment, technology, inflation,
culture and many others besides.

7. 1. People Power
1.2 Helpful Brands.
2. Blame it on the Moonlight.
3. The New Lipstick: Intelligence.
4. Virtual Shelter.
5. Visual Talk.
6. Where to eat? Wherever!
7. Generation Festival.

9. NEW POLITICAL REFORMS, TAXES, POTHOLES, CIVIL
DISSENT, INSECURITY, THE DIGITAL DIVIDE AND
POLLUTION, ARE BUT SOME OF PROBLEMS WHICH
OUTRAGE MEXICANS. PEOPLE ARE ANGRY AND FED-‐UP,
BUT AT THE SAME TIME CONNECTED TO THEIR SOCIAL
MEDIA NETWORKS. CONSEQUENTLY, THIS IS LEADING TO
GREATER, NETWORKED, CITIZEN PARTICIPATION IN
IDENTIFYING, REPORTING AND RESOLVING CONFLICTS.
THIS CAN INCLUDE A DESIRE TO BE REWARDED FOR
THEIR ENDEAVOURS.
Salón Los Ángeles (Hall of Angels) is a famous nightspot in Mexico
City, where a wide range of celebrities from Frida Kahlo and
Gabriel García Márquez to Wisin y Yandel (currently popular
Reggaeton music group) have graced its dance floor. Through its
"Society of the Friends of the Angels" initiative, it is looking to
regenerate the social environment of the Guerrero neighbourhood
which is currently implementing resident-only employment and
recreational workshops within the community. While the venue
has also been advancing the cause of the local crafts tradition
(toymakers, carpenters, shoemakers, tailors, etc.).

10. Tu Ola (Your Wave)
is the first program in Mexico that, actually, rewards citizens for actively and
sustainably enhancing the city through recycling, city-cycling, carpooling or even
renting Christmas trees (they are replanted afterwards).
Each positive action earns redeemable reward points for goods such as coffee,
meals out, book discounts, groceries, etc.
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11. Verbal
is a platform that sought funding through
Kickstarter to broaden internet access for everyone.
Over the phone line, internet-connected operators
could answer ‘search queries’ about health, politics,
climate change alerts, to name but a few.
On January 15 the funding ended without reaching
its goal. However, the Verbal team has already
signalled its intent to continue with the project.
They believe it was the crowdfunding model which
did not work for them and not a reflection of the
nation’s interest in helping their fellow man.
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12. (The Supercitizens from Houston We Have A Program)
started on MVS (Mexican broadcasters) as a sarcastic
parody on the daily grind of Mexican life. Taking aim
at things, from potholes to abuses of power and even
creating an alternative version of the new (controversial and
unpopular) energy reforms. Essentially it is a combination of
highly charged comedy and a younger generation’s outlook
brought to bear on those issues currently engrossing the
nation. They were even suspended from MVS as a
consequence of their support for a colleague (Carmen
Aristegui). Their parodies continue now on YouTube.
Los Supercívicos from Houston
We Have a Program.

14. PEOPLE POWER ALSO RISE ANOTHER TREND:
HELPFUL BRANDS. TAKING INTO ACCOUNT THAT
PEOPLE DON’T JUST EXIST AS CITIZENS, BUT ALSO
AS CONSUMERS, OPENS UP NEW OPPORTUNITIES
FOR BRANDS. IT CAN BE EXPECTED IN 2014 AND
2015 THERE WILL BE A CONSOLIDATION OF
INCREASINGLY MORE TRANSPARENT BRANDS.
This will be evident not only in their financial
statements or their ecological actions, but also in
becoming more socially responsible for the benefit of
people in general. One of the best examples is Pret A
Manger in the United States. Under their motto "Made
Today, Gone Today" all food is prepared daily and
those dishes left unconsumed are donated to soup
kitchens to fight hunger in the streets.

16. is a project that took off in a big way in 2013, and is one of
the emblems of these activities. It is a 10K night race, where
hundreds of women are inspired to run and show
they are not only racing, but are part of a movement.
We Own the Night by Nike
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17. conceived by Sedal Mexico (Sunsilk) is another good
example where runners gathered at 9:00 pm in
El Bosque de Chapultepec (Chapultepec Woods).
The idea behind is very simple: to glow in the dark.
is a group of cyclists who depart from different
points around México City every Thursday from
9:00 pm.

21. Is an initiative that is looking to impact in a social, economic
and cultural way. They are making us see that entrepreneurship
(traditionally male dominated) is an opportunity for women to
maximise their business potential. And also become leaders in
their own fields.
Victoria 147
FOR OVER A DECADE, WOMEN HAVE INCREASED
THEIR PRESENCE IN THE PROFESSIONAL WORLD
AND WE HAVE ALSO SEEN HOW RAPIDLY THE
FEMALE LABOUR FORCE HAS GROWN SINCE THE
2008 CRISIS. YET, THESE EVENTS THROW UP AN
IMPORTANT QUESTION: WHAT IS THE FUTURE OF
WOMEN IN MEXICO?
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22. is another great example that
occurred in Mexico City, where
entrepreneurial projects were
encouraged by and for women.
"Smart Marriage", the planning of
your wedding in just one click,
was just one of the best-rated
initiatives.

23. an app developed by Lyndsey Scott (Victoria's Secret model) seeks
to spread the portfolio of models, artists and anyone working in
creative industries. She identified that the one thing models lack is
time. Publishers like Huffington Post and Glamour have mentioned,
that it shouldn´t be that surprising to see women using a new
accessory to highlight their beauty: intelligence.
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is the most pertinent case, reverberating across many Facebook
walls, where an American company launched a communication
campaign which aims to show that girls are more than just
princesses.
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24. is known as “The Next Steve Jobs”,
a Mexican girl who was selected by
Wired magazine for having solved
many mathematical problems of
great complexity.
She is not only an example of
s o m e o n e n o t a b l e f o r t h e i r
intelligence despite the situation in
which they live, she is also
emblematic of how women and
intelligence are increasingly seen to
be compatible.

28. provided updates, through social media on
flights that were sent to rescue stranded
people. The use of technology was key, on
status reports and updates posted via Twitter.
In 2014 we will probably see a rise in
applications and initiatives looking to: prevent,
react to, help and mitigate the ravages of
natural disasters.

29. (Road Alerts) are just
s o m e o f t h e a p p s
available in Mexico,
which give preventive
information or alerts on
disasters/earthquakes.
Depending on what your
geo-location permits,
t h e s e a p p s c a n b e
further customized.

31. ON 16 JANUARY, COURTS APPROVED MOBILE-‐
PHONE-‐TRACKING WITHOUT THE NEED OF AN
ORDER. THIS WILL ENABLE PROSECUTORS TO
TRACK THE GEO-‐LOCATION OF MOBILE PHONES
IN REAL TIME. ALTHOUGH, MANY PEOPLE ARE IN
FAVOUR THIS OPENS UP OPPORTUNITIES TO USE
THIS TRACKING FOR EMERGENCIES AND
DISASTERS.
THE COUNTERPOINT TO ALL THIS, IS PRIVACY.
IT WILL BE INTERESTING TO SEE HOW MEXICANS
REACT TO SUCH REGULATIONS AND HOW
BRANDS WILL ATTEMPT TO LEVERAGE ON THE
CHANGES.

32. Until now, all major policy proposals in Mexico have been the sole responsibility of government institutions.
This is currently changing and presents great opportunities not only for the individual, but especially for brands.
They can be sure that big issues, for example global warming, will offer them the chance to step in and act.

38. (Hideaways) Supper Club, is a regular occurrence that’s already
been going for a couple of years.
They know that any culinary experience starts long before you
sit down at the table. The dynamic is simple: you pay for your
ticket and a few hours before the scheduled start, an email is
sent detailing the coordinates of the location (and menu).

39. have shown that there is now no
need to go to a restaurant in order
to eat, instead it will come to you.
In early 2013, it was thought that
this service would only suit
festivals and concerts. However,
today it is evident that the target is
everywhere.

40. Dining is now available
in places where people
spend a lot of time,
making their visit more
bearable.

42. We must also be alert to newly-formed consumption patterns, e.g. a
healthy-lunch food truck could begin doing school runs. Food courts will
probably have to think of new strategies to avoid becoming obsolete.

46. is an independent festival that used to only
occur in the north of the country. Now, it has
arrived to the City for the first time ever.
is ideal for the younger generation who seem to thrive in
natural environments, whether that’s down to the eco-
friendly atmosphere or simply the breaking of their normal
routine. Several initiatives are taking advantage of this with
proposals to use environments that connect with nature.
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49. Mexico is a country that is rising due to its growing economy, new
entrepreneurial atmosphere, women empowerment, a more informed
young generation and a deep-rooted proud for local design. All of this
opens opportunities for both: local and foreign brands.

51. Contact us for one of our Services:
!
- Trend Reports: A full inform that portrait business opportunities as a
consequence of the cultural triggers that are changing the habits, values and
priorities of the Mexican consumer.
!
- Trend Tours: A full day tour that shows the real Mexican experience by the hand
of a historian, a trend hunter and the innovators that are changing the
conversation in the country.
!
- Training: Learn how to spot trends. Get to know a new approach to define your
consumers profile. From the early adopters to the mainstream in Mexico.
Gaby Arriaga
Co-Founder & CEO
gabysonic@L-1452.com
@gabysun
+52 (55) 4336-0895
Sandra Arriaga
Co-Founder & Managing Director
sandra@L-1452.com
@Chanis_Hilton
+52 (55) 4336-0895

52. 7 TRENDS YOU NEED TO BE AWARE OF.
Shaping the Future of Brands in Mexico