While a trend is about possibilities and

scenarios in the future, it is also essential to

take the past into account, in order to

evaluate history and emerging repeating

patterns.  

was a year full of scandals, royalty,

poverty, natural disasters, man-made

tragedies, national pride and

disappointment, technology, inflation,

culture and many others besides.

1. People Power

1.2 Helpful Brands.

2. Blame it on the Moonlight.

3. The New Lipstick: Intelligence.

4. Virtual Shelter.

5. Visual Talk.

6. Where to eat? Wherever!

7. Generation Festival.

NEW POLITICAL REFORMS, TAXES, POTHOLES, CIVIL

DISSENT, INSECURITY, THE DIGITAL DIVIDE AND

POLLUTION, ARE BUT SOME OF PROBLEMS WHICH

O UTRAGE MEXICANS. PEOPLE ARE ANGRY AND FED-‐UP,

BUT AT THE SAME TIME CONNECTED TO THEIR SOCIAL

MEDIA NETWORKS. CONSEQUENTLY, THIS IS LEADING TO

GREATER, NETWORKED, CITIZEN PARTICIPATION IN

IDENTIFYING, REPORTING AND RESOLVING CONFLICTS.

THIS CAN INCLUDE A DESIRE TO BE REWARDED FOR

THEIR ENDEAVO URS.

Salón Los Ángeles (Hall of Angels) is a famous nightspot in Mexico

City, where a wide range of celebrities from Frida Kahlo and

Gabriel García Márquez to Wisin y Yandel (currently popular

Reggaeton music group) have graced its dance floor. Through its

"Society of the Friends of the Angels" initiative, it is looking to

regenerate the social environment of the Guerrero neighbourhood

which is currently implementing resident-only employment and

recreational workshops within the community. While the venue

has also been advancing the cause of the local crafts tradition

(toymakers, carpenters, shoemakers, tailors, etc.).

Tu Ola (Your Wave) is the first program in Mexico that, actually, rewards citizens for actively and sustainably enhancing the city through recycling, city-cycling, carpooling or even renting Christmas trees (they are replanted afterwards). Each positive action earns redeemable reward points for goods such as coffee, meals out, book discounts, groceries, etc.

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Verbal is a platform that sought funding through Kickstarter to broaden internet access for everyone. Over the phone line, internet-connected operators could answer ‘search queries’ about health, politics, climate change alerts, to name but a few. On January 15 the funding ended without reaching its goal. However, the Verbal team has already signalled its intent to continue with the project. They believe it was the crowdfunding model which did not work for them and not a reflection of the nation’s interest in helping their fellow man.

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(The Supercitizens from Houston We Have A Program)

started on MVS (Mexican broadcasters) as a sarcastic

parody on the daily grind of Mexican life. Taking aim

at things, from potholes to abuses of power and even

creating an alternative version of the new (controversial and

unpopular) energy reforms. Essentially it is a combination of

highly charged comedy and a younger generation’s outlook

brought to bear on those issues currently engrossing the

nation. They were even suspended from MVS as a

consequence of their support for a colleague (Carmen

Aristegui). Their parodies continue now on YouTube.

Los Supercívicos from Houston We Have a Program.

PEOPLE POWER ALSO RISE ANOTHER TREND:

HELPFUL BRANDS. TAKING INTO ACCO UNT THAT

PEOPLE DON’T J UST EXIST AS CITIZENS, BUT ALSO

AS CONSUMERS, OPENS UP NEW OPPORTUNITIES

FOR BRANDS. IT CAN BE EXPECTED IN 2014 AND

2015 THERE WILL BE A CONSOLIDATION OF

INCREASINGLY MORE TRANSPARENT BRANDS.

This will be evident not only in their financial

statements or their ecological actions, but also in

becoming more socially responsible for the benefit of

people in general. One of the best examples is Pret A

Manger in the United States. Under their motto "Made

Today, Gone Today" all food is prepared daily and

those dishes left unconsumed are donated to soup

kitchens to fight hunger in the streets.

is a project that took off in a big way in 2013, and is one of

the emblems of these activities. It is a 10K night race, where

hundreds of women are inspired to run and show

they are not only racing, but are part of a movement.

We Own the Night by Nike

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conceived by Sedal Mexico (Sunsilk) is another good example where runners gathered at 9:00 pm in

El Bosque de Chapultepec (Chapultepec Woods). The idea behind is very simple: to glow in the dark.

is a group of cyclists who depart from different points around México City every Thursday from 9:00 pm.

Is an initiative that is looking to impact in a social, economic

and cultural way. They are making us see that entrepreneurship

(traditionally male dominated) is an opportunity for women to

maximise their business potential. And also become leaders in

their own fields.

Victoria 147 FOR OVER A DECADE, WOMEN HAVE INCREASED

THEIR PRESENCE IN THE PROFESSIONAL WORLD

AND WE HAVE ALSO SEEN HOW RAPIDLY THE

FEMALE LABO UR FORCE HAS GROWN SINCE THE

2008 CRISIS. YET, THESE EVENTS THROW UP AN

IMPORTANT QUESTION: WHAT IS THE FUTURE OF

WOMEN IN MEXICO?

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is another great example that occurred in Mexico City, where entrepreneurial projects were encouraged by and for women. "Smart Marriage", the planning of your wedding in just one click, was just one of the best-rated initiatives.

an app developed by Lyndsey Scott (Victoria's Secret model) seeks

to spread the portfolio of models, artists and anyone working in

creative industries. She identified that the one thing models lack is

time. Publishers like Huffington Post and Glamour have mentioned,

that it shouldn´t be that surprising to see women using a new

accessory to highlight their beauty: intelligence.

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is the most pertinent case, reverberating across many Facebook

walls, where an American company launched a communication

campaign which aims to show that girls are more than just

princesses.

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is known as “The Next Steve Jobs”,

a Mexican girl who was selected by

Wired magazine for having solved

many mathematical problems of

great complexity.

She is not only an example of

s o m e o n e n o t a b l e f o r t h e i r

intelligence despite the situation in

which they l ive, she is a lso

emblematic of how women and

intelligence are increasingly seen to

be compatible.

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

(Road Alerts) are just s o m e o f t h e a p p s a v a i l a b l e i n M e x i c o , which give preventive information or alerts on disasters/earthquakes. Depending on what your geo-locat ion permits, t h e s e a p p s c a n b e further customized.

ON 16 JANUARY, COURTS APPROVED MOBILE-‐

PHONE-‐TRACKING WITHOUT THE NEED OF AN

ORDER. THIS WILL ENABLE PROSECUTORS TO

TRACK THE GEO-‐LOCATION OF MOBILE PHONES

IN REAL TIME. ALTHOUGH, MANY PEOPLE ARE IN

FAVOUR THIS OPENS UP OPPORTUNITIES TO USE

THIS TRACKING FOR EMERGENCIES AND

DISASTERS.

 

THE COUNTERPOINT TO ALL THIS, IS PRIVACY.

IT WILL BE INTERESTING TO SEE HOW MEXICANS

REACT TO SUCH REGULATIONS AND HOW

BRANDS WILL ATTEMPT TO LEVERAGE ON THE

CHANGES.

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

(Hideaways) Supper Club, is a regular occurrence that’s already

been going for a couple of years.

They know that any culinary experience starts long before you

sit down at the table. The dynamic is simple: you pay for your

ticket and a few hours before the scheduled start, an email is

sent detailing the coordinates of the location (and menu).

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

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

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

is an independent festival that used to only occur in the north of the country. Now, it has arrived to the City for the first time ever.

is ideal for the younger generation who seem to thrive in

natural environments, whether that’s down to the eco-

friendly atmosphere or simply the breaking of their normal

routine. Several initiatives are taking advantage of this with

proposals to use environments that connect with nature.

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Mexico is a country that is rising due to its growing economy, new

entrepreneurial atmosphere, women empowerment, a more informed

young generation and a deep-rooted proud for local design. All of this

opens opportunities for both: local and foreign brands.

Contact us for one of our Services: !- Trend Reports: A full inform that portrait business opportunities as a

consequence of the cultural triggers that are changing the habits, values and priorities of the Mexican consumer. !

- Trend Tours: A full day tour that shows the real Mexican experience by the hand of a historian, a trend hunter and the innovators that are changing the conversation in the country.

!- Training: Learn how to spot trends. Get to know a new approach to define your

consumers profile. From the early adopters to the mainstream in Mexico.

Gaby Arriaga Co-Founder & CEO

gabysonic@L-1452.com @gabysun

+52 (55) 4336-0895

Sandra Arriaga Co-Founder & Managing Director

sandra@L-1452.com @Chanis_Hilton

+52 (55) 4336-0895

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