Posted by Marcel Rosa-Salas – doctoral student in Sociocultural Anthropology at NYU
The trade organization responsible for developing los niveles socioeconomicos, the Mexican approach to consumer segmentation, takes inspiration from French and British consumer segmentation models. Whereas traditional consumer segmentation models in the United States rely more explicitly on conceptions of race, several global ad agencies have their own based entirely on class status. What distinguishes class-based consumer segmentation in Mexico is the particular social, cultural, economic and political dynamics that maintain a staunch commitment to color blindness. This commitment shapes the way this socioeconomic stratification looks as well as the way it is discussed by marketers in Mexico.