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Mexicans attitude in the presence of COVID-19

Mexicans attitude in the presence of COVID-19

At the beginning of 2020, the brands’ SWOT did not consider a pandemic threat. COVID-19 has caused the disappearance of many brands, the emergence of some others, and a few have required to adapt to new contexts and business models because they had no other choice.

In this sense, which has been the behavior of Mexican consumers against this new reality and how will it be? In Business Fishers, we devoted to investigate it. Therefore, during July and August we’ll do several submissions of our research. In this first submission we analyzed the perceptual, attitudinal, and emotional status of the Mexican generations.

Through a survey performed at the national level with 1,500 cases in June, we found out that 87% of Mexicans perceive that the quarantine hasn´t been practiced as it should be.

The previous assessment is attributed to the disbelief that still permeates of the virus existence. This incredulity provokes Mexicans to go out to the streets without adhering to proper physical distance, protective measures (masks, antibacterial hand gel), and encourages people to constantly go out when it´s not necessary.

The survey also revealed when participants estimate to be able to go out fearless of catching the virus: one percent think it might take less than two months, 58% believe it could happen before six months, 19% forecast SARS-COV-2 will last another year, 15% consider this emergency will persist longer than a year; and seven percent is uncertain about the durability of the pandemic.

In terms of the participants’ personal emotions: 60% believes they spend more time with their families, in contrast with a 22% that feels even more alone than before, 53% of Mexicans are frustrated on account of the situation although 32% feel currently happy; 31% stated feeling sad and 29% experiencing anger.

It´s worth mentioning that frustration levels decrease as the age increases. Therefore, if we talk about generations, Centennials are the ones who express the most negative feelings about Coronavirus situation: frustration, anger, and sadness. Instead, Millennials are the happiest ones and Baby Boomers are those who feel more complemented by their family and maybe that´s the main reason for them to be the less frustrated with this new reality. Finally, the generation who feels less accompanied in this moment it´s the X generation.

In subsequent submittals, it will be presented how the journey of the buyer and the behavior of Mexican consumers have changed, as well as which are the trends that brands could exploit in order to create business and communication strategies.

We urge you to keep in touch!



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.



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.