Mexican men's brand consciousness driven by machismo

“Mexican machismo isn't about the guy who's holding his wife in a headlock, it 's more like you're thought to be macho if you can sleep with a poof.” Gael, 25, Mexico City

Mexican consumers have become increasingly brand conscious due to the growing trend of globalisation. As trade has become more open between the U.S. and Mexico, brands have been internationalised and one global market has merged products and services worldwide. But in Mexico, males are more brand-conscious than females. Whereas women shop more frequently, and search for more information when they make purchase decisions, men conveniently choose the brands they recognise as macho – machismo among Mexican males is driving consumption.

Mexico City is a concentrated centre of passion, masculinity and sexuality. Competition is high, and Mexican males tend to be extremely concerned with their social image. It is important that they show that they are macho, especially to women and to themselves, and they feel constant pressure to prove themselves. Mexican men pay close attention to detail and quality, and to brand associations in order to base their purchasing decisions on the brands they want to represent them. In a male culture that prides itself on being a bastion of masculine values and idealistic attitudes, being Mexican and being macho coexist.