Sherlock Communications specialises in helping international organisations enter, grow and thrive in Mexico. From our Roma office in Mexico City, our team combines deep local insight, cultural understanding, trusted media relationships and digital marketing expertise with global standards of creativity and strategy.
We are a trusted partner who can navigate complexity, bridge cultural differences and deliver measurable impact in one of Latin America’s most dynamic markets.
Mexico offers a compelling opportunity for international organisations. As the world’s 14th-largest economy and a vital gateway to Latin America, the country is strongly shaped by its ties to the US and benefits from the advantages of the USMCA (T-MEC) trade agreement. Nearshoring, rising consumer purchasing power and new international trade landscape are all fuelling Mexico’s appeal.
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.
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.
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.
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.
With a projected population of 133.4 million by the end of 2025 and nearly half economically active, Mexico is a multicultural country whose family structures and traditions strongly influence consumption.
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.
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.
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.
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.
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.
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.
Television remains king in Mexico. According to Sherlock Communications’ latest Media Consumption Report, which surveyed over 3,000 people across Latin America, 32% of Mexicans consider TV their most reliable news source, followed by the internet (28%) and social networks (14%).
By contrast, traditional print has far less influence. 18% of Mexicans reported never consuming print news, a higher figure than in most other Latin American countries. Radio (10%) and podcasts (1%) were also cited as comparatively low-trust sources, showing that audio formats lag behind in perceived reliability.
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.
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.
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.
To delve into this matter, our Mexican team spoke with Enrique Torre Molina, LGBTQIAP+ activist, co-founder of the online platform Colmena 41 and host of the podcast #MafiaGay.
Enrique told us:
He also emphasised that old-fashioned ways of classifying content and audiences are increasingly out of touch. While corporate inclusion policies are advancing in many sectors, the media in Mexico is lagging behind. As Enrique put it:
At Sherlock Communications, we share this perspective. We work with international clients to ensure campaigns in Mexico reflect the diversity of its people, helping brands engage with authentic voices and contribute positively to a more inclusive media landscape.
Working with an agency on the ground can make all the difference when building meaningful connections in Mexico.
At Sherlock Communications, we go further than consumer behaviour studies. Our team constantly tracks the social, political and economic ecosystem that shapes daily life in Mexico; from breaking news and regulatory changes to cultural trends and shifts in consumer sentiment.
We bring this broader perspective into every strategy, ensuring our clients’ messages resonate in ways that are both genuine and impactful.
Research from Kantar shows that while there are global communication patterns, campaigns consistently perform better when shaped by local expertise.
Mexico’s economy is dynamic and diverse, spanning industries from mining and automotive to gastronomy, tourism and technology. Each sector has its own drivers and challenges, and only a partner with deep local expertise can navigate these nuances with accuracy and agility.
Understanding media contacts, editorial priorities and industry-specific dynamics is critical to building trust.
National outlets such as Reforma, El Universal, Excélsior, Milenio, El Heraldo de México, Publimetro, El Sol de México, El Economista and El Financiero remain highly influential, while business press titles including Expansión, Forbes and Mexico Business News are essential references for decision-makers. In broadcast, Televisa and TV Azteca dominate television, while Radio Fórmula, Imagen Radio, MVS, EXA and W Radio are leading voices on air.
Approaching these outlets requires a tailored, editorially driven strategy. Editors are selective and avoid content perceived as overly commercial. which is why Sherlock Communications’ trusted media relationships and on-the-ground expertise are so valuable.
Ultimately, success in navigating Mexico’s media ecosystem comes from working with a partner who combines local understanding with international perspective. This approach not only delivers visibility but also builds credibility, the foundation for long-term impact in the Mexican market.
