{"id":1248,"date":"2026-05-04T00:42:27","date_gmt":"2026-05-04T06:42:27","guid":{"rendered":"https:\/\/elcontemporaneo.mx\/?p=1248"},"modified":"2026-05-04T00:42:27","modified_gmt":"2026-05-04T06:42:27","slug":"cambia-gen-z-reglas-del-consumo-y-economia","status":"publish","type":"post","link":"https:\/\/elcontemporaneo.mx\/index.php\/2026\/05\/04\/cambia-gen-z-reglas-del-consumo-y-economia\/","title":{"rendered":"Cambia Gen Z reglas del consumo y econom\u00eda"},"content":{"rendered":"

\"\"<\/p>\n

McCann M\u00e9xico, a trav\u00e9s de su unidad de consultor\u00eda estrat\u00e9gica Truth Finder Consulgency, present\u00f3 hallazgos enfocados en la Generaci\u00f3n Z como parte de su m\u00e1s reciente informe de tendencias de consumo: “The Little Book of Big Truths 2026”.<\/span><\/p>\n

El estudio, liderado por Joan Fr\u00edas, Director de Marketing y Consultor\u00eda, revel\u00f3 que los j\u00f3venes mexicanos pasaron de una resistencia pasiva a convertirse en los arquitectos de un nuevo sistema econ\u00f3mico y social impulsado por la b\u00fasqueda de calma, claridad de identidad y entornos emocionalmente estables.<\/span><\/p>\n

Uno de los hallazgos m\u00e1s disruptivos del informe es la evoluci\u00f3n de los h\u00e1bitos de consumo hacia la cultura de los peque\u00f1os caprichos (Little Treat Culture). Lo que antes se consideraba un gusto espor\u00e1dico, en este a\u00f1o se transforma en momentos emotivo-sensoriales completos que funcionan como una cuota diaria de motivaci\u00f3n.<\/span><\/p>\n

De hecho, la Generaci\u00f3n Z destaca en este aspecto: 20 % afirma darse un capricho a diario y m\u00e1s de 40 % incluye un presupuesto para ello. Para muchos, estos caprichos no son un lujo, sino una forma de sobrevivir en una econom\u00eda dif\u00edcil.<\/span><\/p>\n

Thrifting como postura identitaria<\/b><\/p>\n

Durante a\u00f1os, el consumo de ropa vintage y de segunda mano fue una pr\u00e1ctica realizada en un nicho espec\u00edfico de consumidores y asociada a presupuestos limitados. Hoy, M\u00e9xico se posiciona como l\u00edder regional en consumo de segunda mano.\u00a0<\/span><\/p>\n

M\u00e1s de uno de cada dos mexicanos compra ropa vintage o de segunda mano (52%), por encima del promedio LATAM (42%) y del promedio global (38%).\u00a0<\/span><\/p>\n

Emprendimiento por necesidad<\/b><\/p>\n

Con un panorama laboral donde 47.6% de la Gen Z en M\u00e9xico no cuenta con empleo formal, las plataformas digitales se han convertido en el nuevo activo econ\u00f3mico.<\/span><\/p>\n

De acuerdo con INEGI, m\u00e1s de 14.5 millones de mexicanos se encuentran en condici\u00f3n de trabajo independiente, cifra que representa alrededor de 27% de la poblaci\u00f3n ocupada. Si se suma a quienes participan en esquemas mixtos, empleo formal m\u00e1s actividades por cuenta propia o freelance, la proporci\u00f3n supera 40%.<\/span><\/p>\n

Activismo sin neutralidad<\/b><\/p>\n

El 70% de esta generaci\u00f3n participa activamente en causas sociales. El “coraje” es el nuevo eje de su protesta; est\u00e1n dispuestos a boicotear cualquier logo que no respalde sus valores con acciones tangibles.<\/span><\/p>\n

El riesgo de la incongruencia<\/b><\/p>\n

Los j\u00f3venes son plenamente conscientes de que son el principal objetivo financiero de las corporaciones.<\/span><\/p>\n

Joan Fr\u00edas destaca que esta conciencia elevar\u00e1 los niveles de cr\u00edtica: “La Gen Z detecta la incongruencia a kil\u00f3metros de distancia. Las marcas que busquen ‘la rebanada del pastel’ de sus ingresos sin un compromiso real con la honestidad radical, enfrentar\u00e1n un rechazo inmediato”.<\/span><\/p>\n

“The Little Book of Big Truths 2026” <\/b>de McCann M\u00e9xico concluy\u00f3 que el \u00e9xito comercial en este nuevo ciclo no vendr\u00e1 de algoritmos fr\u00edos, sino de la capacidad de las empresas para humanizarse y ofrecer simplicidad f\u00edsica y mental.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

McCann M\u00e9xico, a trav\u00e9s de su unidad de consultor\u00eda estrat\u00e9gica Truth Finder Consulgency, present\u00f3 hallazgos enfocados en la Generaci\u00f3n Z como parte de su m\u00e1s reciente informe de tendencias de consumo: “The Little Book of Big Truths 2026”. El estudio, liderado por Joan Fr\u00edas, Director de Marketing y Consultor\u00eda, revel\u00f3 que los j\u00f3venes mexicanos pasaron […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[1],"tags":[],"columnista":[],"class_list":["post-1248","post","type-post","status-publish","format-standard","hentry","category-nacion"],"_links":{"self":[{"href":"https:\/\/elcontemporaneo.mx\/index.php\/wp-json\/wp\/v2\/posts\/1248","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/elcontemporaneo.mx\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/elcontemporaneo.mx\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/elcontemporaneo.mx\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/elcontemporaneo.mx\/index.php\/wp-json\/wp\/v2\/comments?post=1248"}],"version-history":[{"count":1,"href":"https:\/\/elcontemporaneo.mx\/index.php\/wp-json\/wp\/v2\/posts\/1248\/revisions"}],"predecessor-version":[{"id":1250,"href":"https:\/\/elcontemporaneo.mx\/index.php\/wp-json\/wp\/v2\/posts\/1248\/revisions\/1250"}],"wp:attachment":[{"href":"https:\/\/elcontemporaneo.mx\/index.php\/wp-json\/wp\/v2\/media?parent=1248"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/elcontemporaneo.mx\/index.php\/wp-json\/wp\/v2\/categories?post=1248"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/elcontemporaneo.mx\/index.php\/wp-json\/wp\/v2\/tags?post=1248"},{"taxonomy":"columnista","embeddable":true,"href":"https:\/\/elcontemporaneo.mx\/index.php\/wp-json\/wp\/v2\/columnista?post=1248"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}