CulturalConnections_WEB_WHOLE

Last year, Edelman presented its inaugural Cultural Connections Trend Report, in
which we highlighted key cultural shifts that would help marketers better under-
stand the complex market across Southeast Asia. For our second installment, we’ve
focused on Latin America, specifically Brazil, Mexico, Argentina and Colombia.
Our methodology for the report is unique. Local Edelman experts trek through
their cities to witness and record local trends. Combining such observations
with research, some of it proprietary to Edelman, each team offers a
compilation of local consumer insights derived from market nuances, rising
socioeconomic and political tensions, purchasing behavior, and evolving
cultural values. The result is a guide every marketer needs to consult before
stepping foot into these countries. Every city has its own story to tell and we do
our best to represent it as accurately as possible by debunking cultural clichés,
myths and misrepresentations.
The first stop in this Cultural Connections report is São Paolo, where a controlled
chaos lets creativity thrive. New peer-to-peer business models are emerging,
thanks to Brazilians’ strong sense of community, which has been bolstered by new
urban projects and a surging nationalism. In Mexico City, an eternal search for
identity is the tension point behind this place of contrast, passion and color. While
globalization has flourished there — in part because of its young demographics,
proximity to the United States and stable macroeconomic environment — residents
must decide which values and traditions to keep and integrate. In Buenos Aires, a
city known for its edgy, cosmopolitan zeal, a multiplicity of identities has recently
surfaced from political, social and economic differences. This city is simultaneously
committed to self-acceptance and an embracing of “the other”; the idea is to be
transformed slowly, always maintaining an essential identity at its core. Finally,
we bring you a small glimpse into Bogota, Colombia where for the first time in
history, the nation is witnessing a rising middle class where social composition has
transformed radically.
Cultural stereotypes abound in this world. Mexico is burdened with images of
tequila, sombreros, and burritos; Argentina for tango, Malbec, and steak dinners;
and Brazil for soccer, favelas, and widespread corruption. We hope to tell a different
story, one that will inform, inspire, and change your perceptions about these
countries and the cities featured in this report. Though we are so vastly different in
this world, we are more universal in our ways of being than we realize.
We proudly present the Cultural Connections Report: Latin America.
Maxine Gurevich,
Senior Brand Planner, Global Insights
THE VIEW
FROM
LATIN
AMERICA.

Cultural Connections • São Paulo, Brazil
p.7p.6
INTRODUCTION
We've reached the second half of the decade, a frenetic period of transformation for Brazil. After more
than 10 years of positive economic growth, the nation has opened its doors to the world, in particular its
metropolis. Mega-events, such as the 2014 FIFA World Cup and the 2016 Summer Olympic Games, both
in Rio de Janeiro, have shined a spotlight on the country. We live today in a paradox of opportunity and
innovation emerging amid a turbulent institutional reality. Though our legacy and recent history are
undeniable, we are now part of the world in a more active, inspiring and diverse manner.
There are many characters, places and initiatives that shape a country, and they often originate
in big cities. From such inspiration, we decided to map out some of the forces at work in São Paulo,
Latin America’s biggest city, and then mixed in influences from a few diverse corners of Brazil — all
while inserting a constant flow of global dialogue.
Being aware that uncertainty is often the only certainty, the Cultural Connections LatAm: São Paulo,
Brazil aims to offer a particular point of view about a place rich in expression and innovation, and to do
so in a way that benefits brands, researchers, students, journalists and other curious minds.
Get inspired!
Rodolfo Araújo
Research and Innovation Director, Edelman Significa
SÃO PAULO CITY
The economic capital of the country is one of the most diverse cities in
the world, culturally speaking. The metropolis welcomes immigrants
from countries all over the world — including Japan, Italy, Portugal, the
Middle East, Lebanon, Africa, among others— and the result is a unique
multicultural mosaic in Latin America. There are more than 12 million
citizens who share a chaotic environment that’s filled with skyscrapers,
traffic jams and other big-city disruptions. According to the consultancy
PwC, São Paulo will become the sixth-richest city in the world by 2025.
And its value is not just rooted in finance, but on the intense cultural
effervescence that mixes origins, aesthetics and languages into a space
where history and innovation converge.
BRAZIL
The biggest country in Latin America, with more than 200 million citizens,
is ranked among the top 10 economies in the world. Internally Brazil is
experiencing intense transformation in the political sphere because of
an unprecedented crisis in the public sector. According to the 2016
Edelman Trust Barometer, the population’s faith in the government
dropped to an alarming 21%, while companies enjoyed a credibility
level of 64%. Brazil’s economic performance, which has also stumbled,
poses new challenges for brands that aim to survive in an uncertain
environment and, at the same time, rely on the esteem of citizens who
demand more from companies.
SÃO PAULO

TRENDS
We identified nine tendencies that reflect
the expressions, thoughts, opinions and
languages that rule São Paulo,
Latin America’s biggest city.
Love
for SP:
From
Private to
Collective
New
Ways
of Consuming
(and Producing)
Cool
Simplicity
Society
in Motion
Multi-
culturalism
Art
for All
A
Social
Country
Digital
Influencers
Rediscovery
of the
Body

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.11p.10

THE CITY, AMID A PROCESS
OF REAPPROPRIATION,
SIGNIFIES THE DISCOVERY
OF A NEW PRESENT FROM
AN ALREADY RICH PAST.
One of the most contemporary examples is located in
Pinheiros, a district in São Paulo’s West Zone. There, in
one single street, a sequence of buildings embodies the
new collaborative spirit of private-public conciliation. The
project, conceived by the Brazilian Wolf Menke, comprises
four “Houses”: Bubbles, Work, Food and Learning. The
House of Bubbles features laundry machines and clothing
for rent, along with office equipment and meeting rooms.
Work is a coworking space for independent professionals.
Food is an open kitchen for chefs who wish to test their
creative abilities with new recipes; it also offers space for
those who are just passing through the city. And Learning
provides classrooms for people who want to teach skills
courses for free. Already, such companies as HP, Heineken
and McDonald’s have partnered with Menke’s Houses. In
his concept, the companies have identified a mature
opportunity to associate themselves with the avant-garde.
Another place that demonstrates the intensity of this new
collective movement is the Red Bull Station. Originally built
in 1926 on 23 de Maio Avenue, the historic building was
revamped into a major arts center for the city — inspiring,
connecting and transforming visitors in such a way that
contributes to São Paulo’s creative dynamic. The five-floor
structure is home to various studios that focus on music,
art, multimedia and “urban thinking.”
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.13p.12

p.14
A series of
initiatives aims to
promote an intense
dialogue about a
creative economy,
collaborative
innovation and
sustainability.

p.17p.16
NEW
WAYS OF
CONSUMING
(AND
PRODUCING)

p.19p.18
Over time, Brazilians’
connection between
citizenship and
consumption began to
mature. Increasingly
aware of the impact that
their purchases bring
to chains of cultivation,
industry, commerce and
services, people started
to adopt a careful
approach before opting
for a particular brand.
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.21p.20
The new meaning of consumption is
a pillar of health-food store Instituto
Chão. The premise consists of
fostering an awareness in citizens
about the productive processes that
surround the foods they purchase.
The store sells organic food at
prices that are agreed upon with
producers and distributors. With
the goal to be self-sustaining, the
establishment offers two forms of
contribution from the consumer: One
is a store-club membership charged
monthly, which gives the right to
unlimited product purchases; the
other is through a donation, to be
determined by the consumer, that
will be added on top of the basic
cost of each product. The institute
advises anywhere between R$ 0,35
to R$ 1 per product, an add-on that
is hardly considered lucrative.
Public space also presents different
ways to produce what is consumed.
Think of the unusual collective
gardens in the Praça do Ciclista,
which is located at one end of
Paulista Avenue. Stimulated living by
means of cultivation opens an oasis
of nature through one of the most
solid symbols of a “concrete jungle.”
It’s a beneficial contrast in a mutant
metropolis.

p.23p.22
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.25p.24
COOL
SIMPLICITY

p.27p.26
SOCIETY
IN MOTION
F
lyers, painted faces, colors, sound cars,
flags and banners determine the tone
of the streets so frequently that these
protest markers became routine features of
the intense, chaotic and congested daily life of
São Paulo and other Brazilian big cities.
Today face-to-face meetings follow ample
discussions and ventures born from, and
mainly nurtured in, social media. In the
past months, polarized opinions have
only intensified as different spheres of the
government continue to be questioned — on
a national scale, as well as in some states and
cities.
The younger generations embrace a
movement not only of occupation but of
participation in civic affairs. City governments,
meanwhile, have been gradually adopting
more open and democratic management
models for popular opinion.
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.29p.28
We must be aware of diversity issues,
since all public shares (held by brands,
institutions and even the media) are
analyzed and judged on emerging
viewpoints and evolving expectations in
society. One segment that generated mass
awareness first on the internet and then by
reaching different spheres of society has
been the LGBT movement.

São Paulo has one of the largest gay communities in
the world and has gained huge visibility worldwide.
Two brands that have reaped acclaim by raising the
rainbow flag of this group:

> O Boticário, one of the largest cosmetics brand in Brazil,
became a topic of much discussion in 2015, when it
launched a commercial for Valentine's Day that featured
both straight and gay couples exchanging gifts. Many
viewers became brand advocates afterward, while others
became “haters” (primarily the religious groups). However,
the brand assessed the overall impact as positive
because it expanded people’s perception of the issue.

Netflix, in promoting Orange
Is the New Black, featured
actresses from the series
in its own electric trio for
the Parada Gay. A music
clip from the Brazilian
funkeira Valesca Popozuda
announced that the promotion was one of the busiest
and most-commented among citizens.
The feminist movement has also gained wider attention
by constantly raising questions and generating
discussion as a way to combat sexism identified in
various media:
Skol: After its Carnaval campaign “I Forgot My No at
Home” sparked criticism from women’s groups, Skol
pulled the campaign off the air. Then it contacted
feminists who led the public outcry. The brand then
aired another campaign that encouraged respect for
women during the holiday with the message: “If the
game did not happen, take the team out of the field.
Respect others this Carnaval.”
Veja: The traditional Brazilian magazine published a
story about the country’s political crisis. The article,
which profiled the wife of Vice President Michel
Temer, extolled sexist patterns that readers turned
into a feminist meme as a way to strongly criticized
the magazine. The meme was endorsed by several
celebrities of the country.
SãoPaulohasoneofthe
largestgaycommunitiesin
theworldandhasgained
hugevisibilityworldwide.

p.31p.30
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.33p.32
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.35p.34
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.37p.36
A SOCIAL
COUNTRY
Brazil is extremely committed
to all things digital, even
though almost half of the
population still does not have
access to the Internet. While
a big contingent consumes
content online — 119 million
people — a big potential
market has yet to arrive.
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.39p.38
Facebook
44%penetration of
the Brazilian
population
(87 million users).
Mobile continues to be
critical of Brazil. The curve
of users who access Facebook
through mobile platforms
is growing steadily, while
desktop access is decreasing.
For more information: emarketer
70 millionpeople use
Facebook every day
99%of users who are on
Facebook use it every month
62 millionof which access
it via mobile
89%of those use
it on Mobile
Brazil is the
third
largest
countryon Facebook
The average time
spent on Facebook
per visit is
20 minutes
making the average
monthly time spent
600 hours.
Brazilians are so active
on Facebook that they
made “Brazilian Elections”
the third most discussed
global topic of 2014 on
Facebook
maxpro/Shutterstock.com
NEWSWORTHY:

p.41p.40
Instagram
Instagram engagement is
15 TIMES HIGHER
than Facebook engagement
57%
54%
35%
of Instagram
users
access their
dashboard
every day
The average Instagram user spends
257 minutes
a month
on the platform
of brands promote
their Instagram
accounts through
custom tabs on
Facebook
of Instagram users access their
dashboard multiple times a day

p.43p.42
Twitter
15.3 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%
Gender
FEMALE 61%
MALE 39%
Age
16-20 6% 35-44 22%
21-24 15% 45-54 22%
25-34 21% 55-64 14%
Social Class
A 12%
B 61%
C 27%
Average Minutes Spent Online
28
72
Desktop
Mobile

p.45p.44
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 LY A C T I V E U S E R S
*From March to August 2015 (No updated graph has been published since)
Note: Country-specific data for Periscope has not been released. This data is global. For more information: medium
In Brazil a number
of influencers
are using the
platform and they
may be worth
monitoring to
determine interest,
especially in
future influencer
activations for
millenials.
In only 4 months,
the app achieved
10 million users.
The platform age
ranges from
16 – 24
years old.
There are
2 million
active users daily.
USA / Turkey /
Brazil
The top 3 countries are:

TOP
THINGS
a Marketer
Needs to Know
Before
Stepping Foot
into Brazil:
LOCATE THE CULTURAL
TRENDY HOTSPOTS IN SÃO PAULO
House of Bubbles
Rua Doutor Virgílio de Carvalho Pinto,
61, Pinheiros
House of Work
Rua Dr. Virgílio de Carvalho Pinto, 47
House of Learning
São Paulo / Pinheiros: R. Dr. Virgílio de
Carvalho Pinto, 69
São Paulo / Lapa: R. Aurélia, 1714
Rio de Janeiro: Av. Fonte da Saudade,
121
House of food
São Paulo: R. Dr. Virgílio de Carvalho
Pinto, 57Rio de Janeiro: R. Voluntários
da Pátria, 31Belo Horizonte: Av.
Carandaí, 420
Mocotó
Av. Nossa Sra. do Lorêto, 1100 - Vila
Medeiros, (11) 2951-3056
Urban Arts
R. Colômbia, 534 (11) 3060-8326
Rua Oscar Freire, 156 (11) 3081-6142
Rua Cayowaá, 2085 (11) 3081-6142
R. Gaivota, 1423 (11) 5093-7350
Red Bull Station
Praça da Bandeira, 137 - Centro, São
Paulo (11) 3107-5065
Ben Jerry’s
Rua Oscar Freire, 957 - Cerqueira
César (11) 3213-9114
Instituto Chão
Rua Harmonia, 123 - Vila Madalena (11)
3530-0907
Cultural Connections • Buenos Aires, Arg.
p.47p.46
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.

Cultural Connections • Mexico City, Mexico
p.51p.50
INTRODUCTION
Despite the increase in relevance of several cities within Mexico, the
newly rebranded Mexico City (CDMX) continues to be the country’s
socioeconomic epicenter: Historically, Mexico City leads and the rest of the
country follows. Globalization has flourished in the city in part because of
its young demographics, its proximity to the United States and its stable
macroeconomic environment. But Mexico is at a juncture; it must decide
which values and traditions to keep and integrate into the global culture.
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.

TRENDS
We 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.55p.54
BARRIOS IN MEXICO
By definition, a barrio (or neighborhood) is
“part of a population of relatively large size,
containing a spontaneous social grouping
that has a peculiar, physical, social, economic
or ethnic nature by which it is identified.” A
sense of belonging may be the most important
characteristic of a barrio, and Mexico City
stands out because each of its neighborhoods
marches to the beat of a different drummer.
TRENDS

p.57p.56
LOCAL
RETRIEVAL
People are rescuing the old
city formats and putting them
into practice again in order
to discover local essence
and build communities
while recovering the core of
Mexican mores.
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
SURTIDORA
According to Mexican street knowledge, markets have
the best authentic food and cantinas are the best places
to drink. La Surtidora brings the perfect combination of
both and mixes in traditional folklore to create one of the
most authentic restaurants in the zone.

p.59p.58
ABARROTES DELIRIO
A local grocery store that rescues the
traditional Mexican abarrotería —the “next
door” store where people can find quality
products with a twist of barrio. Here you
can find special fillings, from carnitas with
red cabbage to portobello mushrooms, and
enjoy them on the metal bench outside, like
in torterías on city sidewalks.
Street Food Culture
Informal vending has always
been a part of Mexico’s culinary
landscape.
OnstreetcornersaroundMexico
City,itiscommontoseevendors
sellingalltypesoffood,from
freshjuicestocorn-in-a-cupand
garnachas(friedfood).Therich
andflavoredlocaltraditioninspired
UNESCOtorecognizeMexican
foodasaWorldHeritagein2010.
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.61p.60
PELTRE
A typical Mexican lonchería (similar to a diner)
features ornaments, tables, lamps and utensils
made of peltre (tin) — once considered for
the exclusive use of the lower classes and also
the inspired name behind this restaurant. The
menu offers an exclusive selection of dishes
created by Daniel Ovadía, one of the most
popular Mexican contemporary chefs.
PELTRE
A typical Mexican lonchería (similar to a diner)
features ornaments, tables, lamps and utensils
made of peltre (tin) — once considered for
the exclusive use of the lower classes and also
the inspired name behind this restaurant. The
menu offers an exclusive selection of dishes
created by Daniel Ovadía, one of the most
popular Mexican contemporary chefs.
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.63p.62
REINVENTION
TENSION
The rescue of public spaces,
where old and contemporary
cultures collide, finds fresh
authenticity by bringing new
perspectives to old customs.
REIMAGINING
PUBLIC SPACES
The city’s public spaces are
being reused for unexpected,
surprising, out-of-context and
spontaneous activities — all
of which bring together diverse
groups of people from all ages
and classes.
“Mexico City, which arguably has the world’s
largest surviving aggregation of 17th- to
19th-century architecture, has been besieged
in every conceivable way by 20th-century
urbanization,” says noted architect Alex
Kreiger of Harvard University. “Yet the
progress the city has made in reclaiming its
past is nothing short of unprecedented.”

p.65p.64
Mexico City has undergone a revitalization
process over the past 10 years. Such efforts
have been so tremendous that Harvard
University awarded the metropolis the
Veronica Rudge Green Prize for Urban Design
in recognition of its strides in preservation.
MONUMENTO A
LAREVOLUCIÓN
Symbolizing the revolution
movement, this monument
celebrates the city’s diversity.
Skaters, urban tribes, and
political protesters find this
spot to be a perfect location
for gathering and practicing
communal activities.
Abandoned spaces under bridges are
rehabilitated and repurposed into locations
that house bikes, restaurants and services.

p.67p.66
Digital and social media have
played an important role in public
and private initiatives that amplify
and recover old or abandoned
public spaces.
Historic streets,
buildings and
spaces within the
city are being
restored and
curated. From bars
and restaurants
to beautiful
corridors, the city’s
once-forgotten
old spaces now
breathe new life.
CALLE REGINA
Located in the historic center of the city, this
street is one of the most famous displays of
public-space rehabilitation. A private and
public alliance invested in the rebuilding of
this pedestrian street, and today it shines as
a cultural corridor that connects important
avenues to art, universities and local stores.
BARRIO ALAMEDA
This 1920 art deco building was recently
renovated to create a new cultural
offering. The redesign makes space for
new shops, restaurants, art galleries
and independent projects, infusing
downtown with a youthful spirit.

MEXICAN
WIT
Interesting outcomes occur
when limited resources and
overpopulation collide with
humor. The need for Mexicans
to stand out, be different and
laugh simultaneously creates
ingenious and counterintuitive
solutions to everyday problems.
Mexicans value creativity
and now imagine how new
perspectives can energize
previously stale ideas.
Cultural Connections • Mexico City, Mexicot
p.69p.68
Translation:
José goes to the gym.
José wants to be in shape this year.
But José doesn’t upload selfies while
he’s exercising and doesn’t write quotes
like “No pain, no gain.”
José is intelligent.
Be like José.
Mexican wit is well-suited for digital
platforms. Ever since BuzzFeed
launched an entire section called
Mexicano, social profiles, articles and
memes have been created to showcase
Mexicans’ unique sense of humor.
MORE MEMES
https://es.pinterest.com/Erenita28/memes-100-
mexicanos/
https://www.facebook.com/Memes-Mexicanos-
Chingones-676017252445506/
http://www.buzzfeed.com/tag/mexicano
BuzzFeed has a special section about funny
Mexican articles.
This meme
was born as a
funny critique
on all the
people who
uploaded
photos while
exercising
at the gym,
specifically
on Instagram.
After only a
few weeks
online, it went
viral. One
reason for its
popularity:
It could be
customized
with a little
taunt about
the pointless
content
people
shared on
their social
profiles.

p.71p.70
FoodTaking Mexican classics
and adding a twist is
the differentiator that
some are seeking. The
days of just serving
classics is over, and the
new norm is providing
novel approaches to
tradition.
Romy Gutman, owner of this
alcohol-infused ice-cream
shop claims that he left a
party with a glass of mezcal
in one hand and ice cream
in the other. Since he wanted
them at the same time, he
mixed them together and the
concept was born.
Indulgence and Mexico
City’s weather paved the
way for this ice-pop store
reimagined. Churro and
red velvet ice pops are now
one of the cities hottest
items.
HELADO
OBSCURO
LA
PANTERA
FRESCA
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.73p.72
The perception
of reality about
Mexico mixes
truth, beliefs
and fables. I
had read about
magical realism
in novels
thinking it was
only literature,
but upon
my arrival in
Mexico I soon
saw that it did
not only live in
novels. Mexico
is the blend
of realism and
magic.”
– Alba,
Spanish resident in Mexico,
29 years old
LOS ÁNGELES AZULES
Teaming up with the main pop artists and rock legends, Los Ángeles
Azules is spearheading movements like symphonic cumbia.
TRIBAL
ALSOKNOWNAS3BALL
This subculture
combines such
Mexican traditions as
dance, northern music
and the electronic
scene. The 22-year-
old Eric Rincon leads
the genre by mixing
old classics withs new
digital sounds.
This top 10 list is an accurate summary of the music inside
Mexicans’ heads. The mix of U.S. pop songs and Mexican dance
tunes make up the current most-played songs. “Picky” has
lyrics in Spanish but with an English chorus — mixing Spanish
and English is no longer an exclusively U.S. phenomenon.
Among the
top 50 sites
in Mexico:
YouTube
Facebook
Sopitas
(blog)
Mercado Libre
(online marketplace)
El Universal
(newspaper)

p.75p.74
TRADITION
WITH A
MISSION
Companies, projects and
entrepreneurs focused on
creating social impact are
working insistently to address
the needs of communities
and to strengthen the social
fabric. Younger generations
are playing a key role in the
creation of local solutions to
national problems.
Social PrintsEmpowered by knowledge and
connectivity, younger generations are
reimagining solutions and enacting
change through socially conscious
businesses. Their ideas offer wide,
specific suggestions for change.
LABORATORIA
This non-for-profit
organization teaches
women how to write
code and provides
tools that will
enable them join the
digital workforce.
At a “Codecademy,”
women with low
access to resources
can fulfill their
potential.

p.7 7p.76
PIXZA
This pizzeria is a catalyst for social empower-
ment. The pizza consists of a blue-corn-based
dough and topped with traditional Mexican
ingredients. Each slice drives, feeds and rec-
ognizes the dignity and integration of those
Mexicans who suffer food shortages.
O
ur generation is very committed to dynamic
and explosive change in the way we live
our lives. The mentality of “I will work in
a company 50 years and retire” no longer rings true.
Now it’s become “I’ll be in 50 countries and I’ll study
50 bachelor’s.” That empowerment of thinking and
believing that one can be an agent of change is already
being reflected in Mexico’s mentality.”
— Alejandro Souza, Pixza founder
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

FONDEADORA
This 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.79p.78
Source: www.fondeadora.com

LOCAL
TOURIST
High-speed urban environments
and work-intensive cultures
shine a particularly important
light on leisure and spare
time. New tourism initiatives
promote the best undiscovered
spots in the country, and new
generations have found a way
to pursue the new in the known
and to cultivate their internal
tourist within.
p.81p.80
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.83p.82
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 CARLOTA
Previously known as the Hotel Jardín Amazonas, this
spot has been transformed into an urban and artistic
space in a neighborhood unusual for tourism. It’s the
ultimate oasis for escaping the city.
Source: www.hotelcarlota.com

p.85p.84
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.87p.86
NEW WAVE
CULTURE
Mexico has become very attractive
for global creatives such as artists,
curators, collectors and so on. The
reason for this is a mix of factors
that include the country’s rich
cultural background, its social
ties with both public and private
organizations, and the economic
and geographical accessibility
that Mexico offers. Together
these have created an incredible
amount of options for residents
and visitors.
Culture Fast-Pass
There is an incredible amount of cultural attractions in the
city. New formats allow even greater access to a wide array
of offerings in a short period of time. The idea of social
belonging is a key point in the cultural spheres.
EL CORREDOR
CULTURAL
ROMA
CONDESA
A cultural corridor that connects
the neighborhoods of Roma and
Condesa displays contemporary
culture through art, design,
music and food.
Source: www.ccromacondesa.com

p.89p.88
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.91p.90
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.
Source:www.labcd.mx

p.93p.92
Featured
Local
Artists
New generations are creating new cultural
formats based on the accessibility and
connectivity they have grown up with. The
exchange of ideas empowers creators to
become equally significant as artists with
long-standing careers.
Museumsnowadaysnolongerportray
themselvesastheultimateauthority.The
museumexperiencehasturnedfroma
library-likeenvironmenttowardsanactive
placeforeducationalentertainment,thus
beingperceivedasaplaceofintellectual
andsocialencountersthathasbecome
moreattractivetonewgenerations.”
— Sofía Provencio,
Communications and Strategy Manager for Cultural Platforms
LITTLE JESUS
The band Little Jesus represents the next
wave of xenomania, the influence and
assimilation of sounds from countries
around the world into Western pop music.
The Mexico City–based quintet writes
dance-rock songs with high-pitched
guitar riffs, afrobeat rhythms and slightly
off-kilter melodies. They mix the Mexican-
pop-rock tradition from the past, adding
delays, synths and other effects to flesh
out a very round and unique sound.
Thecountryislivinginamoment
whereyouhaveeverything.You
canenjoyabigconcert,visitgreat
artexpositionsoranincredible
showroom....Younolongerneedto
traveloutsidebecauseyoucanfind
everythinghereandthequalityisgreat.
Thisnewgenerationhassomething
differentandwe’venoticed.”
— Lalo Rojas,
Little Jesus manager

p.95p.94
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
Yuya
BEAUTY BLOGGER
TOTAL FOLLOWERS:
10,000,000
Mario Bautista
YOUTUBER AND SINGER
TOTAL FOLLOWERS:
8,000,000
Juanpa Zurita
YOUTUBER
TOTAL FOLLOWERS:
7,988,002
Andy Torres
FASHION BLOGGER
TOTAL FOLLOWERS:
5,000,000
Los Polinesios
YOUTUBERS
TOTAL FOLLOWERS:
3,366,000
Source: social profileSource: social profile

p.97p.96p.96
CYCLE
CITY
The rise of the two-wheeled
phenomenon in urban areas of
Mexico represents the most recent
change in mobility. Even if the
integration has been gradual, the
adoption of this transportation
method is increasingly attractive
for everyday use. The government
and riders are driving the growth
of urban cycling through several
initiatives to provide an alternative
to the city chaos.
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.99p.98
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
Global
Asia
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
Global
Asia
Pacific
Europe
Latin
America
Globally, Mexico
has the highest
reach in Social Media
p.101p.100
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 10social 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
24,982
17,852
12,705
9,119
6,094
5,637
15%
31%
21%
17%
11%
5%
6-14 25-34 45-5415-24 35-44 54+
DIGITAL KEY
INSIGHTS:
MEXICO CITYBY THE NUMBERS
120million
Total population in
Mexico
21million
Total population in
Mexico City
2.5million
Young people in
Mexico City between
15 and 24 years old
34
Average age in
Mexico City
US$11,321
GDP per capita
US$8billion
approx.
Advertising spent
33.1million
Economically active
population: Men
20.7million
Economically active
population: Women
2.6%
Inflation Rate
10%
Indigenous groups in
the population
Some of the largest companies in Mexico:
Femsa,GrupoModelo,GrupoCemex,
GrupoTelevisa,GrupoCarso,GrupoBimbo.

p.103p.102
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 Batiz
Polanco:
Julio Verne 93 Polanquito
Cd. de México
(55) 5280-309

Centro
Madero 23 Centro Histórico,
Cd. de México
(55) 5512-0105

Abarrotes Delirio
Colima 114
Col. Roma
(55) 5264 1468

Milán 44
Milán 44
Col. Juárez
(55) 52078410
Peltre
Condesa:
Saltillo 73
Col. Hipódromo Condesa
(55) 5211 6178

PUBLIC SPACES
Monumento a la Revolución
Plaza de la República S/N
Col. Tabacalera, (55) 5592 2038

Paseo de la Reforma
Av. Paseo de la Reforma

Bajo Puente
Bajo Puente de Circuito Interior S/N
Cuauhtémoc, Condesa, 06140
Ciudad de México, D.F., México

Calle Regina
Regina Street
Col. Centro

Barrio Alameda
Doctor Mora 9
Col. Centro
(55) 5512 3810

Bazar Fusión
Londres 37
Col. Juárez
(55) 5511 6328

Corredor Cultural Roma – Condesa
La Roma and La Condesa neighborhoods
Roma
Álvaro Obregón 85-A
Col. Roma
(55) 5207 3801
Helado Obscuro
Roma:
Córdoba 223
Col. Roma Norte
(55) 4444 4878
Zona Rosa
Liverpool 158
Col. Juárez
(55) 5208 4525

La Pantera Fresca
Tamaulipas 178
Col. Condesa

Pixza
Liverpool 162 B
Col. Juárez
(55) 2507 0287

BUENOS
AIRESCultural 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 CONTEXT
Argentina is a country rich in natural resources, with a highly literate population and a diversified
industrial base. It has a highly developed, export-oriented agricultural sector. Its economy is the
second largest in South America, and its human-development index is rated “very high.”
Because of its size and importance, Buenos Aires is one of the most important cities not only in
Argentina but throughout South America, and its strong influence is apparent throughout the
Southern Cone. The city is known as a capital of innovation in Latin America because it promotes
strong incentives to use new technologies with the goal of improving citizens’ quality of life.
A ranking by The Economist that rated quality of life in 140 cities listed Buenos Aires at No. 62
worldwide and first in Latin America. Buenos Aires’s income per capita is the highest in the region,
and is listed as one of the most competitive cities in Latin America.
Populaton: 43.1 million
Population (Capital Federal): 15,625,084 - 38.9% of the country’s total
population Average Age: 34.4 years old
GDP Per Capita: USD $12,509.50
Amount of Social Media Users: 18.3 million
Facebook: 15.2 M – (8 to 10 people use it daily)
Taringa!: 5.9 M
TW: 3.1 M
LinkedIn: 2.2 M
Instagram: 1.7 M
Tumblr: 1.2 M
Social Media User Share by Demographics:
Males - 29.8% between 15-24 years
Females - 29.1% between 15-24 years
Mobile Penetration 2016: 71.6%
Total Ad Spend per Person 2016: USD $124.81
Total Ad Spend Growth 2016: + 23%
Total Digital Ad Spend 2016: USD $945.7 million (+ 38% vs. 2015)
Sources: United Nations, The Competitiveness of Cities 2014 World Economic
Forum, 2010 National Census, The Economist’s Global Source Ranking Liveability,
2015, Años Instituto de Estudios Laborales y Sociales (IDELAS) de la Universidad de
Ciencias Empresariales y Sociales (UCES),
eMarketer
p.107
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.109p.108

ENT
ERTA
INM
ENT
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.113p.112

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!)
REGISTEREDCULTURE
At the same time, the fanatism for food, music
and culture evolved into different forms.
Crowds come together at outdoor festivals or
similar events to experience and share new,
exotic flavors. A series of trips to Buenos Aires,
similar to those from New York or London, has
taken center stage and been promoted via
traditional media and social networks.
p.115p.114

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.117p.116

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.121p.120

FITFLUENCERS: MARK THE RHYTHM
OF HEALTHY EATING IN NETWORKS.
N E I T H E R P RO 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.123p.122

is Argentina’s position worldwide, in terms of planted areas free of chemicals.
million is the annual sales revenue of products that are free of agrochemicals.
is the percentage for the amount of organic domestic products that are exported
mainly from the U.S. to Europe.
is the number of basic principles behind the Argentine Movement for Organic
Production (MAPO): health, ecology, fairness and care.
Itinerant Fairs Neighborhood Supply, developed by the city government with the
aim of bringing various products to neighbors.
million hectares in Argentina are intended for fertilizer- free agricultural production
tons of different organic products are produced in Argentina throughout the year.
Among them are vegetables, herbs, rice, fruit, cereals, oil and honey.
is the year that the law 25,127, which regulates organic production in the area
of the Secretariat of Agriculture, Livestock, Fisheries and Food, was enacted.
Argentina is one of the few nations in the world that has a National Organic Law.
2
200
99
4
13
3
170
1999
p.125p.124

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.129p.128

DRINK : LOCAL REMIX
Coffee culture is another porteño icon that is enjoying a revitalizing remix. Young
entrepreneurs have infused a shot of inspiration into the local scene, bringing a new
level of sophistication to the traditional cafecito. Terms like “flat white” and “cold
brew” live happily among the classic cortados and cafés con leche. Let’s not forget
that Starbucks entered the Argentine market just eight years ago; in spite of the the
massive chain’s proliferation, independent brands remain on the rise.
Argentina is a country known the world over for its wines. While the next generation of
sommeliers and enologists explores new realms — such as organic and biodynamic
wines and varietals that stray from the omnipresent Malbec — craft beer culture is
also shaking things up. Smaller boutique brands are expanding at a rapid pace, with
bars popping up all over town showcasing a staggering variety of labels. These beers
are cheaper than global brands, which means that young locals looking to diversify
their palates are finally able to do so without breaking the bank.
Of course, social media plays a key role in this revolution by connecting consumers
with cooks, bartenders and other movers and shakers. News of openings and other
updates spread like wildfire; blogs, apps like Yelp and Tril, and video tutorials and
digital guides have left their mark on the newest generation of foodies that consume
and share their stories in real time. The culinary experience no longer takes place
within the walls of a restaurant. Instead it has a life of its own that is part of nearly
every step of our daily routines.
p.131p.130

BUSINESS
CULTURE
InnovativePerspectives

BUSINESS CULTURE
Argentines are natural entrepreneurs. Accustomed to adapting to constant change
and moments of crisis and recovery, they’ve honed a keen ability to glean the potential
from tough times, to look for ways to take advantage of unfavorable situations and to
convert chaos into incredible business opportunities. These qualities are particularly
strong among the millennials who grew up with technology, innovation and all the
hyperconnectivity of social media that opens up the world to them.
Buenos Aires’s nascent startup scene has its heart in the leafy neighborhood
of Palermo Soho (now known among the community as Palermo Valley, a nod to
Silicon Valley). The area is a meeting place for freelancers, programmers, engineers,
developers, designers and small business owners who seek out the startup spirit
while bearing the competitive costs of the Argentine market. Given the large amount
of expats and foreigners residing in Buenos Aires, the habit of working remotely is
evolving as these independent workers leave their home office “bubbles” with the aim
to integrate their professional and social lives.
“Motivation and creativity reach their maximum potential in a
relaxed, friendly environment that amplifies networking and
synergy. Unlike the freelancer who works alone or for herself,
an entrepreneur thinks of the big picture and aims to develop a
project that makes a difference.” — Martin Frankel (Área Tres)
ACCORDING TO BLOOMBERG, ARGENTINA, RANKS 49TH ON THE GLOBAL
LIST OF TOP 50 MOST INNOVATIVE ECONOMIES, THE ONLY LATIN
AMERICAN COUNTRY TO MAKE THE CUT.
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.135p.134

p.137p.136
THERE ARE MORE THAN
coworking spaces
worldwide
7500
IN 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 OF
7000
+
people
working
there1000

PALERMOBastion of Neighborhood Culture

PALERMO:
A VANGUARD
NEIGHBORHOOD
A city of immigrants, Buenos Aires comprises 48 neighborhoods, each with its own
unique identity. The multifaceted population has woven its culture and essence
throughout, giving life to a number of diverse communities.
Palermo Viejo (also known as Palermo Soho, inspired by the area in Manhattan) is
just one of the barrio’s many subdivisions and is the largest neighborhood in Buenos
Aires. The perfect microcosm of porteño life, Palermo is where new trends come to life
and continue to evolve.
With its renovated antique homes, avant-garde theaters, independent bookstores,
craft fairs and boutiques, the area brings together a bohemian spirit. Quirky and
sometimes chaotic architecture house brands that are at the forefront of interior
design, fashion, gastronomy and nightlife. This mix represents Palermo’s evolution as
a bold leader of change throughout the past decade in Buenos Aires. Plaza Serrano
and Plaza Armenia are centerpieces of the neighborhood’s rhythm; on the weekends
they’re full of locals and tourists alike, partaking in a variety of activities.
No matter their background, anyone can find themselves in Palermo. Free-spirited
hippies and fast-paced entrepreneurs share the sidewalks with grannies walking their
dogs and artsy families with young children.
While no longer the only “cool” neighborhood in Buenos Aires, Palermo’s legacy
remains intact. Residents of other barrios — San Telmo and its historic quarter, Villa
Crespo and its private showrooms of up-and-coming designers, Belgrano and its
verdant plazas ideal for families — are proud to show off where they live. With the
proliferation of local markets, shops located off the beaten track, and the drive to
revive lo criollo, the next chapter is ready to be written.
p.141p.140

POLITICAL
SOCIAL
MOVEMENTS
Strength in Numbers

SOCIAL MOVEMENTS
If we were to choose just one word that describes the Argentine people, it could be
“passionate.” The mix of Latin blood and Mediterranean roots means that their DNA
is loaded with love, loyalty, enthusiasm, and a pinch of chaos. No matter where you
are, Argentines are eager to remind you that they’re the “best in the world,” citing
anyone from star soccer player Lionel Messi to Pope Francis. Their national pride
accompanies them in every aspect of their lives.
Argentina has always been a country quick to mobilize both socially and politically;
its people aren’t afraid to take to the streets in the name of a cause that they defend.
A dark time in history related to the military dictatorship in the 70s and 80s changed
an entire generation, and the culture of protest is strong among all socioeconomic
classes.
Thanks to the rapid growth and use of social media, Argentines are coming together
and joining forces like never before to strengthen their messages and effect serious
social and political change.
p.145p.144

TODOS SOMOS NISMAN
Thousands of people took to the streets across the country to demand justice
following prosecutor Alberto Nisman’s suspicious death. Raising tough questions
about the current administration, locals flooded the main squares and avenues
demanding answers. “I am Nisman — we’re all Nisman” quickly became a powerful
battle cry as they marched to defend democracy. What was notable is that this
movement included people from all socioeconomic backgrounds (especially from
the upper-middle class), many of which perhaps chose not to participate in previous
instances. The Argentine people, tired of corruption and injustice, joined together and
raised a collective voice to both their government and the rest of the world.
#NIUNAMENOS
A massive march and subsequent social movement that began in June of 2015
arose in protest of the high level of domestic violence and assaults across Argentina,
Chile and Uruguay. Its initial aim was to raise awareness and reduce the number
of needless deaths, pushing institutions and governments to provide the necessary
instruments to do so. #NiUnaMenos is still used in everyday conversation and debate,
both on social media and offline, and shows how in a society known for machismo
and discrimination, a radical change in values can be effected.
p.147p.146

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.149p.148

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.151p.150

LOCATE THE CULTURAL
TRENDY HOTSPOTS IN BUENOS AIRES
Buenos Aires Market
http://www.buenosairesmarket.com/
Sabe la Tierra – Feria Orgánico
http://www.sabelatierra.com/
Buenos Aires Food Week:
http://www.bafoodweek.com/
Feria Mapo:
http://www.mapo.org.ar/
San Telmo Verde Feria Orgánica
https://www.facebook.com/santelmo.verde
BUSINESS CULTURE: INNOVATIVE
PERSPECTIVES
Área Tres
Malabia 1720 - Palermo
http://areatresworkplace.com/es/
Urban Station
El Salvador 4577 – Palermo
https://argentina.enjoyurbanstation.com/
La Maquinita
Niceto Vega 4736 – Palermo
http://www.lamaquinita.co/
Otras sedes en Villa Crespo y Vicente López
FOOD DRINK: LOCAL REMIX
Coffee Culture
LAB Tostadores de Café
Humboldt 1542 – Palermo
Lattente
Thames 1891 – Palermo
Barrio Cafetero
Florida 833 – Microcentro
The Shelter
Arroyo 940 – Retiro
CRAFT BEER
On Tap
Costa Rica 5527 – Palermo
Güll Cervecería
José Antonio Cabrera 5502 – Palermo
Cervelar
Vuelta de Obligado 2391 – Belgrano
Otras sedes en Palermo, Microcentro,
y Caballito
Blue Dog
Gorriti 4758 – Palermo
Pulpería Quilapán
Defensa 1344 – San Telmo
GOURMET FAST FOOD
DOGG
San Martín 657 – Microcentro
Burger Joint
Jorge Luis Borges 1776 – Palermo
180 Burger Bar
Suipacha 749 – Microcentro
p.153p.152
ENTERTAINMENT
The Clubhouse BA
Costa Rica 4651 - Palermo
http://clubhouseba.com/
Puerta Uno
Juramento 1667 - Belgrano
www.puertauno.com
Frank's
Arévalo 1443 - Palermo
FB
Museo Malba
Av. Figueroa Alcorta 3415 - Palermo
http://www.malba.org.ar/
Museo Nacional de Bellas Artes
Av. del Libertador 1473 - Palermo
http://www.mnba.gob.ar/
Museo Nacional de Arte Decorativo
Av. del Libertador 1902 - Palermo
http://www.mnad.org/
HEALTH WELLNESS
Feria Masticar
http://www.feriamasticar.com.ar/

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 CONTEXT
Colombia possesses the third-largest economy in Latin America
and boasts steady annual growth. The economic growth rate is
estimated to reach 2.5 % for 2016.
Colombia’s economy is based on, and benefits mainly from
agriculture, oil, and coal and gold mining.
The biggest companies and industries in the country are Grupo
Empresarial Antioqueño, Avianca, Grupo Argos, Grupo Aval, Grupo
Exito, Bancolombia, Terpel, Ecopetrol, among others.
Colombia has four main economic and cultural epicenters: Bogotá,
Medellín, Cali and Barranquilla.
Colombians’ main passions include soccer, coffee, Vallenato (music)
and being go-getters.
BOGOTÁ
Population: more than 9.5 million.
Its GDP currently accounts for approximately 25% of the country’s
and is larger than those of several other Latin American countries.
Cultural Connections • Colombia
p.157p.156
BOGOTÁ

p.159p.158
WHAT YOU WILL DISCOVER ABOUT
COLOMBIA
FROM THIS REPORT:
Country
in Context
Digital
Demographics
Peace
Agreements
Rise of the
Middle
Class
Bike
Is the
New Black
New Age of
Fitness
Sports
All You Can
Eat
Tourism
Hot Spot

p.161p.160
PEACE
MIDDLE CLASS
THE IMPORTANCE OF THE PEACE PROCESS
FOR COLOMBIA AND ITS PEOPLE
Colombia has endured an internal armed conflict
that has lasted for more than 50 years. This conflict
has torn apart many lives, and it has mostly affected
the rural and less wealthy populations of the country.
It is a conflict between the state and several armed
revolutionary left-wing groups, known as guerrillas.
The peace process, now being conducted, is the light
at the end of the tunnel, finally giving hope for an
endurable and definitive accord.
FORTHEFIRSTTIMEINITSHISTORY,COLOMBIA
CANBECONSIDEREDMIDDLE-CLASS.
During the past 10 years, the country’s social
composition has been radically transformed,
experiencing enormous growth and economic
empowerment, especially with the middle class.
According to national statistics provided by the
government and others, between 2014 and 2015 the
Colombian middle class made up more than 30% of
the country’s total population.
The rise of education, employment and family home
programs are crucial factors that explain the growth
of the middle class. These programs have helped 4.4
million Colombians overcome poverty, and 3.8 million
more have been consolidated into the middle class.
Contributing to the rise of middle class is the growth
of intermediate cities in Colombia, which has been
at its highest lately. Some of those cities have been
developing quite the potential for societal and
economic transformation. In 1973, there were only 18
cities with more than 100,000 inhabitants and only
two of them had a population of more than 1 million.
But today, 40 years later, those figures have more
than doubled: There are currently four big cities with
a population of more than 1 million (Bogotá, Medellín,
Barranquilla and Cali) and 37 municipalities with a
population between 100,000 and 1 million.
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.163p.162
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
EverydaymoreandmoreColombians
areenjoyingabicycleridehome.

p.165p.164
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.167p.166
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 COLOMBIA
Plaza de Bolívar
Bolívar Town square
Monserrate
Parque Simón Bolívar
Simon Bolivar Park
Museo del Oro
The Gold Museum
Torre Colpatria
Colpatria Tower
Zona G
G District
Parque de la 93
93rd street park
Museo Nacional
National Museum
La Candelaria
La Candelaria District
Andrés Carne de Res
Restaurant

p.170
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.171
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 10people use
social media.
97%
of Colombians
have Facebook
accounts.

CONTRIBUTORS:
SAKBE BORJA
Digital Planner
Digital / Planning, Mexico
DIANA HERES
Creative Copywriter
Creative, Mexico
KARINA FRANCO
Senior Account Supervisor
Publica Affairs, Mexico
JORGE MEJÍA
Senior Account Supervisor
Consumer, Mexico
EDELMAN TEAM
LEADERSHIP:
SERGIO SÁNCHEZ
Vice President
Planning, Mexico
SUSANA CASTAÑEDA
Senior Strategist
Planning, Mexico
ANA SOFÍA MORALES
Account Executive
PR Corporate, Mexico
RICARDO CAPUANO
Senior Account Executive
PR / 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
Consumer
AGUSTINA FENOSA
Account Executive,
Technology
AMELIA GRAVIOTTO
Corporate
ISABEL LÓPEZ LABELLA
Account Executive,
Public Affairs
VICTORIA BELLO
AccountExecutive,Consumer
LEADERSHIP:
RODOLFO ARAUJO
Knowledge Director,
Research
CONTRIBUTORS:
FLAVIA AGRIA
Account Executive,
Research
LUISA LIMA
Account Supervisor
NATALIA MARTINEZ
Executive Vice President
CHIMENE RAMOS
Planning
MARIANA RAMOS
Account Manager,
Corporate Engagement
ANA SILVA
Account Supervisor
Corporate Engagement
MARCILIA URSINI
Senior Account Director
Marketing Engagement
DANIELA SCHMITZ
Executive Vice President
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 ALVES
Account Supervisor
TAIS PINHEIRO
Account Manager,
Planning
PAMELA UNTERBERGER
Senior Account
Supervisor, Research
CAROLINA KIYUNA
Account Supervisor,
MANUELA NOGUEIRA
Digital Knowledge
Manager

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