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During COVID-19 marketing needs to KEEP CALM and LEARN FROM CENTENNIALS. We are sure they are the key for brands to survive. The main reason for this is that they know how to live in the online world without missing the outside world. In addition to this…

  • they know how to create attractive content in a few minutes, you just have to see  their tik toks;
  • they know how to say ‘I love you’ by using a new language like stickers, ‘memes’ and hashtags;
  • they know how to have fun with their friends by creating ‘the point game’ in which they put a point in the comment box and wait for an answer;
  • they know how to engage their audience with online activities like ‘I never, never’, ‘who is more likely to…’, and ‘ask me anything’.

For these reasons, we can affirm that Centennials are the new marketing gurus.

Some brands have been able to detect the current needs of consumers and have adapted their products to new contexts. For example, Tik Tok created a digital ecosystem where Generation Z is the queen of all generations by saying goodbye to authority profiles like bosses, family members, and institutions.

Centennials are so dominant that they have adapted the products to their whim. For instance, Zoom, which is an app for online conferences used at work. Today, thanks to the new generation, is a space for parties, remote dating, and meetings with friends. In addition, they have used this space to reaffirm their identity by using creative wallpapers.

Netflix is ​​another example of a brand that learns and reinvents itself with Centennials. Despite bringing together families, couples and friends with their streaming products, today it has created a virtual place to gather its consumers remotely: Netflix Party. This shows that in order to survive it is not enough to be in the correct channel if a brand does not adapt, it dies.

Surprises do not end here, Centennials have the ability to revive brands that were buried a long time ago, the biggest proof of this is the platform ‘’.

For all of the above, in Business Fishers we help brands to learn how to create messages like Centennials do, by making them co-creators and protagonists of new content and products. We help people who work in areas such as marketing, advertising, and communication to know Centennials, by being aware of all their moves, like professional stalkers.



Si quieres conocer a los centennials y su impacto en el mundo de la mercadotecnia te invitamos a nuestro curso online donde veremos:

  • ¿Quienes son los centennials?
  • El path de consumo de los centennials
  • ¿Qué marcas son las más representativas para los centennials?
  • ¿Cómo re-bautizan a estas marcas?
  • ¿Cómo usan a las marcas?
  • Entre otros temas


La experiencia de compra es, actualmente, el principal factor que impulsa y rompe las barreras del consumidor al momento de elegir entre una marca y otra. En otras palabras, el precio dejó de ser el principal factor a evaluar al momento de la decisión final. Por tal motivo en Business Fishers hemos creado la metodología Route Points, la cual consiste en recrear la ruta del consumidor durante el proceso de compra.

De esta manera se puede identificar lo que ocurre entre los consumidores ANTES, DURANTE y DESPUÉS de la decisión de compra; y así, convertir clientes potenciales en leales compradores de una marca.

Estas 3 fases, aunque simples y hasta obvias, son olvidadas por muchos investigadores y clientes, al centrarse en saber qué ocurre durante la compra y creando estrategias que se desarrollan únicamente durante este momento de decisión.

Sin embargo, con la metodología de Business Fishers; Route Points, se crean recomendaciones para cada uno de los tres momentos, ayudando así a nuestros clientes a incrementar la cantidad de compradores.

En nuestra metodología de Route Points, obtenemos entre otras cosas:

  • ¿Cuáles son los momentos de la verdad antes, durante y después de la compra?
  • ¿Cuáles son las interacciones que están generando insatisfacción en los clientes?
  • ¿Cuáles son los más eficientes Calls to Actions?
  • ¿Quién es el decisor de la compra y quiénes los influenciadores?
  • Un mapa completo de la ruta de compra  que servirá a todas las áreas de la empresa




The VMS category in Mexico is perceived as a way to help reaching well-being through energy enhancement, physical state improvement and emotional well-being.

Mexican lifestyle drives the need for increasing energy, stop free radicals and supplement bad diet habits. The consumer tend to classify these products by benefit as they have a good knowledge of what ingredients they have to take.

Consumers make a clear difference between natural and pharmaceutical products as a consequence it exist a clear target for both: multivitamins and natural supplements.

The multivitamins segment is mature, well-developed and highly competitive, whereas the natural supplements segment is mostly composed of unbranded and small manufacturers.

In the natural supplements segments, there are only 2 players with high awareness.

The consumer who is in charge of the purchase and who is the main user of these products are women.