Costa Rica - Pura Vida

2022 has been a year in which Costa Ricans have become more positive in terms of the direction the country is heading, thanks to a new President (Rodrigo Chaves) with a populist discourse who started his term in May. In October 2021, only 19% of us thought the country was moving in the right direction; one year later, 73% of Costa Ricans believe we are headed in the right direction. 

What a change one year can make! And yet, only 35% of Costa Ricans think the economy is strong, 35% think it´s weak and 39% of us think our personal economy is weak.

In a country which stands out as one of the “happiest in the world,” optimism and a positive outlook are culturally relevant, albeit at a time when our economic and wellbeing indicators are in decline.

Looking to the future, the populist style of President Chaves may prove not to be enough to sustain the current high optimism Costa Ricans feel, considering that solutions to the most concerning problems the country faces may not happen, given the opposition party leads the Congress.

So, what role does Costa Rica´s “pura vida” mindset play in this optimism, despite the not-so-good circumstances?

Pura vida, simply put, means pure life, but for Costa Ricans, it means a lot more: it is the way we express ourselves and live.  We use this term to say hello, goodbye, how are you, everything is good… But most importantly, it is a way of life for Costa Ricans.

Pura vida, simply put, means pure life, but for Costa Ricans, it means a lot more: it is the way we express ourselves and live.

The “pura vida” mindset will persist not only as a symbol of national identity but will continue to drive our way of living and our outlook in life. Hence, we expect to see some optimism reflected in key consumer indicators, despite our personal economic situation not being the best. Thus, even though 40% believe the situation is not ideal, seven in ten of us are positive and believe we are headed in the right direction.  How long will this last though remains to be seen!

Pura Vida!

Cynthia Montalto