Flair Argentina 2017 - The Crisis in the DNA

Because of these picturesque views, as usual, a lot of foreigners can't see the forest for the trees. In payment failure since 2001, Argentina is trying now to return to the global economy. It involves many changes and reforms, undertaken by the Argentine government three months after his inauguration. Argentina is no longer on technical default and agree to pay to hedge funds: the most revealing is the agreement with the largest hedge fund holders of Argentine debt, a key point to relaunch the economy and the investors' confidence.

To live with the crisis seems a habit in Argentina, even more an "attitude". Hence our choice of title to position the first Flair Argentina: "The crisis in the DNA".

1. Argentina is cracked. This crack divides two different Argentinas: the hopeful and the desperate, the exultant and the frustrated, the energised and the annoyed. A crack that separates those who support the ruling party from the rest of people.
2. Argentina is nostalgic. People feel nostalgia for the country that had the first railway network in Latin America, and in 1916 had 3 times the capacity of Mexico's network and 7 times Brazil's capacity. Meaning Argentina's past always seems better than its current situation.
3. Argentina is fanatical about social networks. The country is one of the top 10 Facebook countries in the world in terms of members (25 million active users). Some 30 million Argentinians are now online (a penetration of 71%). There are already almost eleven million smartphones in the country, with seventeen million projected by 2018.
4. Argentina likes debates and disputes. Institutions' credibility, as well as traditional values and desires, are all being put to the test: work, study, family, relationships. Everything is up for discussion.
5. Argentina is more and more demanding. About 25% of consumers who complain on Facebook or Twitter expect a response in less than 1 hour. Change. Org, as the largest platform for online petitions in the world, is boosting the direct protest tradition of the escrache and taking it online. Argentina is one of the countries with the highest importance on this platform.
6. Argentina is an exacting market for your commercials. Data shows that Argentinians tend to give lower scores than other countries in the region. As said locally, "no regalamos nota" ("we do not put good grades easily"). Argentinians enjoy watching commercials but they are very hard to please.
7. Argentina will be different. Unlike their parents, Millennial Argentinians belong to a generation that was born and raised in a democracy. However, they and their families experienced the economic and social consequences of inflationary processes in the late 80s, recession and unemployment in the late 90s, and the social upheaval of 2001.
8. Argentina likes versatility. Young Argentinians do not believe in effort as a value in itself; they give priority to flexible schedules and are always looking for new experiences, without being tied to anything. Change is constant for them. Loyalty towards a job or company are not emphasized values in their lives.
9. Argentina is more and more open-minded. Its society is moving, and is more and more open to change (eg. the Law of Gender Identity allows Transgender people to be registered on their personal I.D. with the name and sex of choice). This influences advertising, creativity and brand positioning. 
10. Argentina remains optimistic. According to Global @dvisor, just 19% assess the current economic situation in the country as "Good". But 52% says the economy will be stronger in the next six months. The memory of a glorious past and an element of faith ("God is everywhere but only serves in Buenos Aires") help us to explain this trend.