"The Archetypes of Mexican Consumers"

Now Available in English!

Understanding the complexity of the average Mexican consumer. Mexican designers rarely focus on the majority of the population when designing a new product. In many design studios and creative agencies, words like “millennial,” “hipster” and “Godinez” (office worker / salaryman) are used to define an idealized target, which is not completely in line with the average Mexican. We have therefore identified five types of average Mexican consumers, which we feel better represent the identity of the population to which we belong.

We are pleased to present the updated 2023 edition of "The Archetypes of Mexican Consumers". This research project was originally created by the delaO design studio in 2017 and serves as a critical exercise in understanding the complexity of the average Mexican consumer. Five consumer archetypes were identified, each representing the different identities of the Mexican population. This allows for the identification and recognition of differences among consumers and highlights key opportunities in the national market.

The report is available in Spanish and it's licensed by Creative Commons under: Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) .