Segmentation Study
We act on data to better identify our environment.
In the run-up to the 2024 general elections in Mexico, we conducted an exhaustive study of public opinion and values on climate change in Mexico to segment the population into relevant audiences.
We identified seven groups with different characteristics in terms of age, ideology, values, political commitment and attitudes towards climate change.
We want ordinary people to drive extraordinary changes
While some groups, such as the "progressives", show a willingness to act but are very disorganized, the most politically committed (indifferent conservatives) show skepticism and disinterest.
To effectively mobilize these segments, specific strategies are essential. This segmentation is crucial as a basis for initiating actions and consolidating alliances in the country.