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.
This research project comes as a critical exercise on understanding the complexity of the average Mexican consumer. Five consumer trends where identified, each describing their aspirations, favorite brands, music and color palette.
The report is available in english and Spanish and it's licensed by Creative Commons under: Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) .
Creative Direction: José de la O
Project Manager and Editorial Design: Montserrat Pazos
Design Assistant: Rodrigo Piña
Produced by Studio José de la O