It is clear that, although no one was prepared for the pandemic at the beginning of 2020, for the last quarter of 2021, the expectations of Mexicans towards this new present are desirous of a speedy recovery and intelligent improvement of the most basic needs in their lives, a “chip” change is needed in a holistic sense.
According to the continuous measurement of public opinion from Secretos de México (data from the third quarter of 2021 from Pulse de México®), The current tension in Mexican society requires immediate support from various sectors, actors, brands, products, companies … that intervene and influence the daily mood.
Among the 5 profiles identified by the system, it is necessary to highlight the qualities that Mexicans value the most in this context: 1. Time, 2. Zero waste, 3. Preparation and 4. Rewards.
Meaning that, the vulnerability experienced in more than a year of effort, struggle, survival in any field of action of people has generated expectations that are highly recognized:
- Time. This word will be converted into a quality, when expecting faster benefits, at the right moment that is needed, in the possibility of taking advantage of the day, hours, minutes and seconds in the most productive way possible, we must consider the feeling of frustration from such a long waiting period during the pandemic.
- Zero waste. People felt with great closeness in their home, work and environment what they were wasting, paying double, not using, and now they cannot continue in that same path since they are not willing to spend one more peso on something that it is not used. More and more people wonder: do I really need it, is it worth the expense?
- Preparation. In the family circle it was learned, because of the quarantine, what does it really mean to enjoy what you really like; then it is increasingly evident when something is not done with determination, care, from the heart and intelligently planned. This not only applies to consumer issues, it reaches all human areas: services, campaigns, APPs, content, products and everything that human interaction touches.
- Rewards. This isolation generated an uncertainty of the situation that led to the limits of resistance in many senses of daily life, that is why a fatigue of the word’s scarcity, austerity, limitation, restrictions is detected. In such a way that human beings now seek recognition of their own, and of other people, that translated into personal and group rewards in many ways, where the experience extends for a long time.
However, even when a brand, character, company, product or institution meets these 4 outstanding post-pandemic qualities, it will not have credibility if it does not empathically comply with the solidarity requirement, expressing that it fraternally is with me, with authenticity, real, planned for my environment, with language that I understand; be totally for me.
The Mexican proved to be capable of recovering from negative situations in an extreme way, therefore, it will identify with these new ideas or initiatives that demonstrated resilience in highly complex times and with tangible or demonstrable benefits in adversity.
Now more than ever research is required, highly professional, sensitive and empathetic market intelligence that identifies real and profound opportunities in new behaviors, uses, habits, attitudes and moments of opportunity for this new reality for 2022.
