The Capital - Mexico City

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The Main Hub

The massive metropolis of Mexico City, which was until January 2016 referred to simply as DF or Federal District, is home to the headquarters of the main national and several international banks, as well as insurers, and international financial services companies with Latin American clients. It is also the main hub for the media and Mexican PR and marketing agency scene. The main industries in Mexico City are related to construction, and the production of plastics, furniture, cement, textiles, yarn, iron, and steel, while tourism is a huge and thriving economic generator. Many arts, education and cultural institutes also have their headquarters in the city that is home to some nine million people.

Those who live in the capital city generally command a higher wage than those living in smaller cities, and in rural Mexico. And many are not afraid to part with their cash, in a city known for its big spenders, the luxury and prestige goods industry is thriving. The economy of this city alone is of around the same value as the entire economy of neighbouring country Peru, with a GDP of around USD$411 billion estimated for the greater Mexico City region, or around 22% of Mexico’s entire GDP.

Cultural Renaissance

Home to almost 120 million people, and with a landmass of nearly two million square kilometres, the average disposable income per capita in Mexico is USD$14k. However, there is a vast gap between the rich and the poor, with the highest earning fifth of the population earning around fourteen times the wage earned by the lowest earning 20% of the population.

A governmental social services programme called Oportunidades (now rebranded as Prospera) was founded in 2002, and offers a cash transfer to around six million impoverished homes, or around a quarter of Mexico’s population, and is said to have greatly impacted enrolments rates at a secondary level, particularly for girls. Child and maternal morbidity improvement have also been linked to this project.

Educationally, Mexico is still developing, with only 37% of the population aged 25-64 having completed secondary school education. While Mexicans spend an average of almost 15 years in the formal education system, levels of reading, literacy, mathematics, and science in Mexico are the lowest in the OECD, which Mexico was the first Latin American country to join. Test results are improving, however, and enrolment rates and outcomes show steady upward movement on progression graphs. Younger Mexicans are staying in education for longer, and have better net results than the generation that preceded them. Education levels and bilingual abilities are directly linked to income bands.

PR in Mexico

Market Overview

The Capital Mexico City

Media Landscape

Online Landscape

Cultural Nuances