Since before the pandemic the Home of Mexico was reconfiguring, smaller families in homes with less space and what was traditionally known as the “Muégano” family, in clear decline (barely 12% of the country’s homes by 2020).
During the pandemic it was necessary to understand that, if 7 out of 10 households in the national territory are places with less than 100 m², they require a specialized offer of services, products, communication, advice for the construction of the much desired “home warmth” that symbolizes being rested, working or simply living together at home. But also understand the importance of the “dog” or the “cat” in these spaces, 85% of households have a pet (more than 80% are dogs) and it is enough to know that the “Millennials” spend their budget on articles for their pets.
For this reason, during the pandemic, evident needs and attitudes were detonated in this reality of space:
- The home had to be adapted into an office, school, playground, hospital, gym and even meditation center for family members.
- Family tensions increased by living longer with the rest of the members, for this reason it was valued to find a personal corner for privacy and even the negotiation of shifts to be in the car, in order to reduce the conflicts between the members.
- There were savings in transportation and consumption outside the home, but increased expenses in services such as electricity, gas, water and internet, as well as a pantry. These activities allowed us to reassess the budgets for a new culture of zero waste, or in some cases, what we can do as a family to avoid unnecessary expenses.
- Devices, places and times to carry out activities increased; this implies a new concept of negotiation in the family, as well as learning new applications, technological concepts and purchasing methods.
- And the most remarkable of the learnings: family codes were highly violated, that is, living together in difficult moments to deal with health, economy, culture, official procedures, family or daily pending that forced family members to be students and teachers of new situations, which allowed them to be a test laboratory for the children, mothers, grandparents, friends and siblings, of the scenarios that they will face in the future, now with new tools to face them.
Therefore, this new reality of homes allows to occupy opportunities for many initiatives with each of the members of the home, however, first it will be necessary to appropriate some secrets of connection with families:
- Adaptability: to be able to evolve the offer and find a common message in what is holistically needed in the home, what is intended to be delivered at the product or service level and is intended to persuade in the purchase.
- Refine solutions: with the aim of implementing personalized actions in these new identified needs.
- Segment: delve into moments of consumption and purchase, places, situations, attitudes and communication learned.
- Empathize: in the current language, tone and communication codes of the on / in / off line of activities related to the potential segments.
- Communicate: so as not to remain silent and participate in the decisions, complicity, joys, sorrows, worries and dreams that need to be taken care of in the present and new future of the families.
- Build: a close relationship with the members based on rewards, recognition of the efforts and obstacles that were fought during times of urgency.
- Familiarize and professionalize the family circle, which is emerging to be the main space where trust, union, solidarity, camaraderie and generator of solid values are built for the Country with its more than 35 million homes that house more than 126 million inhabitants.
In Secretos de México, we support companies, initiatives, organizations and brands to decode this reality with applied intelligence, which is supported with syndicated information and available to all our clients.
