At Sherlock Communications, we help international organisations enter, grow and thrive in Honduras. From our local presence and regional network, we combine cultural insight, digital creativity and trusted media relationships to help brands connect authentically with Honduran audiences.
Honduras is the third-largest economy in Central America, with steady growth driven by remittances, household consumption and relative price stability. While the World Bank expects economic growth to slow slightly in 2025 before picking up again in 2026, deep social challenges remain part of everyday life: most households live in poverty, informal work is widespread, and inequalities persist across gender and regions. The economy relies heavily on services, alongside industry and agriculture, with exports concentrated in products like coffee, bananas, shrimp, palm oil and textiles, largely destined for the US market. This mix of progress and vulnerability shapes how communication works in the country, requiring messages that connect urban and rural realities and balance modern ambitions with long-standing traditions.
Honduras’s public sphere is shaped by a highly concentrated media landscape, dominated by a few private groups, which limits pluralism and increases risks for journalists. As a result, public debate is increasingly moving online, especially among urban youth using platforms like Facebook, WhatsApp, Instagram and TikTok. While internet access now reaches most urban areas, a deep rural digital divide remains, making hybrid communication strategies essential to reach the country as a whole.
According to Mexico’s Ministry of Economy, FDI reached a recordUS$34.27 billion in the first half of 2025, up 10.2% year-on-year, with new investments growing 3.4 times compared to 2024. The UNCTAD 2024 ranking placed Mexico 11th globally for foreign investment inflows, underscoring its strategic role as an entry point for businesses into Latin America.
The USMCA agreement has also delivered significant results: trade among Mexico, the US and Canada has increased sixfold, generating millions of jobs across the three countries. For international organisations, this integration, alongside Mexico’s strong manufacturing and logistics sectors, makes the country not just attractive, but often essential to a regional strategy. But success here requires more than optimism. Regulatory complexity, inequality and regional differences mean that brands need genuinely local insight and on the ground support to navigate the market effectively.
Honduras’s economy shows resilience, supported by remittances, steady consumption and controlled inflation, with services leading GDP and agriculture remaining vital for rural employment and exports. At the same time, inequality, informality and reliance on the US market shape public perception. This context converges in Tegucigalpa, the political, administrative and cultural heart of the country, where government, media, universities and creative institutions are concentrated. Despite urban challenges, the capital remains the main stage for national dialogue, economic activity and communications trends.
Mexico’s consumers are increasingly shaped by a mix of technology, value-consciousness and local pride.
A 2025 Ernst & Young study shows that 75% of Mexicans expect brands to invest in innovation, while nearly half (47%) already see AI as more effective than human support. For international companies, this underlines the need for campaigns that combine creativity with technological relevance.
Digital adoption is central to this picture. According to Statista, 88% of Mexican adults own a smartphone, and 73% of online purchases are made via mobile devices. More than half (52%) of the population made at least one online purchase in the past year.
With 71% of consumers reporting they have bought a product influenced by social media ads (particularly on Facebook, Instagram and TikTok) mobile-first, social-first strategies are essential to success.
At the same time, consumer confidence is strong, with INEGI reporting a 46.7-point increase in 2025 in its Consumer Confidence Index. For international organisations, this presents a unique opportunity: with trust levels rising, brands that can demonstrate cultural relevance and deliver genuine value will be best positioned to grow.
Honduras’s media landscape is highly concentrated, with most major print, TV and radio outlets controlled by a few private groups. Newspapers such as La Prensa and El Heraldo dominate national coverage, while independent and digital media offer critical perspectives under constant economic and political pressure. Television attracts the largest share of advertising, reinforcing concentration, while radio remains a trusted and essential source of information, especially in rural areas.
At the same time, digital consumption is growing quickly, with millions of Hondurans accessing news through mobile and social platforms. This shift broadens reach but also increases misinformation risks. For international brands, effective communication means balancing visibility with credibility by combining established national media with authentic, well-managed digital engagement.
In Honduras, successful communication depends on local understanding and credibility. Working with a local agency is essential to:
In a country where institutional trust remains low, authenticity and community engagement determine the true impact of any campaign. Local expertise ensures that messages are not only heard but also believed.
According to INEGI, 96.5% of Mexicans live in family households, with an average of four people per home. In many traditional families, women still play the leading role in purchasing decisions, while younger households tend to share responsibilities more equally. Across both, family gatherings and social events remain important consumption moments.
Honduras’s economy is diverse but remains closely tied to external markets, particularly the United States.
The services sector, including commerce, transportation, and finance, contributes around 58 percent of GDP and serves as the main driver of urban employment and value creation.
According to the World Bank’s Macro Poverty Outlook for 2024–2025, Honduras is expected to grow between 2.8 and 3.4 percent, depending on external demand, investment inflows, and successful diversification beyond primary goods and maquila production.
Gastronomy is important in both cultural and economic terms. In 2010, UNESCO recognised Mexican cuisine as Intangible Cultural Heritage of Humanity, a designation that continues to shape national pride and identity.
Gastronomy also drives economic activity: Mexico’s Ministry of Tourism estimates that food generates 245.46 billion pesos annually, representing 30% of tourism consumption.
At Sherlock Communications, we help international brands expand in Honduras with a fully integrated 360-degree approach. We combine PR, digital marketing and creative content to reach audiences across all touchpoints; from traditional media and social platforms to community engagement.
Our services include:
By blending regional expertise with local insight, we help your brand connect with Honduran audiences in ways that feel genuine, relevant, and lasting.
Festivities are a major trigger for spending. National holidays and celebrations such as Independence Day, Day of the Dead and Christmas posadas regularly spark peaks in household consumption.
Some studies suggest food and beverage spending can rise by as much as 40–50% during Independence Day celebrations, while research into middle-income urban households indicates that annual spending on celebrations can represent a significant share of household budgets.
For international brands, these numbers reinforce a key message: campaigns that embrace cultural identity, traditions and everyday family life are far more likely to resonate with Mexican consumers than those that simply replicate global playbooks.
When it comes to social platforms, Facebook dominates, with one in three respondents naming it the most trustworthy news source. Twitter (28%) and YouTube (20%) also scored highly, while WhatsApp (8%), LinkedIn (5%) and Instagram (just 4%) ranked lower.
For international organisations, the implication is clear: media strategies must reflect Mexico’s unique trust patterns. While Instagram can drive success in markets such as Brazil, in Mexico Facebook, Twitter and YouTube may offer stronger opportunities for PR and digital campaigns.
Like much of Latin America, Mexico’s media still has blind spots in representing diversity, from the LGBTQIAP+ community to women, people with disabilities and indigenous peoples.
For brands entering the market, this lack of representation creates both a challenge and an opportunity: campaigns that engage authentically with diverse communities stand out and resonate more deeply.
