Talking about one’s sexuality, across cultures, has always been considered a private affair. This can be particularly true when one is LGBTQ (lesbian, gay, bisexual, transgender and queer), given that acceptance of LGBTQ persons is a relatively new phenomenon in most countries, and Mexico, a country with traditionally rigid gender and sexuality roles, is no exception.
Like many Latin American countries, Mexico has traditionally been the realm of machismo and homophobia, and many argue that this is still the case. Cries of “puto”, a derogatory term for a gay male, have gained notoriety in recent years for becoming commonplace at Mexican soccer games. In recent years, however, Mexico has been progressive in its efforts to combat discrimination and hate crimes on the basis of sexual orientation and gender identity. A recent study by political scientist Caroline Beer concludes that Mexico is more progressive than the U.S. when it comes to LGBTTTI rights, the Mexican term for LGBTQ, especially in the recognition of same-sex relationships.
For instance, in 2010, Mexico City passed a law allowing same-sex marriage; five years later, the Mexican Supreme Court released a “jurisprudential thesis” in which the legal definition of marriage was changed to encompass same-sex couples. While this ruling did not directly strike down Mexico’s same-sex marriage bans, it ordered every judge in the country to rule in favor of same-sex couples seeking marriage. Currently, Mexico City and 18 of the 31 states legally perform same-sex marriages.
Acceptance vs. discrimination
Well aware of these contradictions, we set out to do some qualitative research in Mexico. We realized that traditional homophobic attitudes might trump progressivism in terms of how people might respond to the prospect of conducting an interview with a stranger, albeit an LGBTQ moderator from within the Mexican community. Focus groups, often the realm of posturing and political correctness, could help. But only to a point. We wanted to go deep. Our goal was to create a space where people would feel safe, not judged, and supported, should they decide to really open up. So we decided to do both: focus groups to allow for discussion and greater numbers, and ethnographies. We hung out with our respondents, seeking to learn about their lives on their own turf. We went to bars, discos, coffee shops, and restaurants, wherever our participants would take us.
Most participants felt strongly that acceptance of LGBTTTI rights has grown tremendously over the past 20 years, though at different speeds throughout Mexico. There was a strong consensus that Mexico City is leading advancements in legislation, though the church and conservative entities fight aggressively to block progress and promote conversion therapies. Despite progress, rejection, judgment and discrimination within the LGBTTTI community persist. Differences exist between generations and gender creating the need for more bridge building to create a stronger unifying force.
Still, despite advances in Mexico City, respondents in cities including Chihuahua, Torreón, Mérida, Tijuana, and Guadalajara were quick to point out that change has been relatively slow. Many expressed that outside of the capital, one encounters the same judgements, prejudices, and marginalization as before; in other words, the same laws of exclusion, homophobia and heteropatriarchy still apply.
Socioeconomic level has a large effect on attitudes and possibilities. For those with more socioeconomic resources, there are greater social pressures in terms of behavior (the need to fulfill heteronormative expectations); greater possibilities for professional development; access to exclusive places that provide security and recognition; and in the case of transsexual people, the possibility of access to treatments and surgery of the highest quality. For those with fewer resources, there are higher incidences of violence and aggression; socially determined professions (hairdressers, cooks, police); the stereotype of violent domestic relations; limited access to health services; and in some cases, working in the sex industry might be the only means of subsistence.
Support
In terms of marketing, many respondents make a clear distinction between companies that genuinely support the community and those that do the “pink wash”, in other words, talking the talk without making a real statement.
Suggestions for companies included the need to define and express a concrete position in support of this community. This includes incorporating talent, recognizing diversity and inclusion in practice; developing employees with education; supporting inclusive organizations; looking for advocates and opinion leaders within the segment who can represent a brand and be its mouthpiece; communicating values of acceptance and realization; and supporting social causes.
Conversely, respondents warned companies against pink washing; perpetuating obstacles within the organization that limit expressions of sexual and gender identity; and transmitting binary stereotypes or ideas of gender and sexuality that are static and not evolving. Many emphasized that taking a stand once a year, during Pride, is not enough.
In our study, we learned that old prejudices die hard. Still, attitudes, bolstered by efforts of the Mexican government, are changing at a pace that would have unthinkable maybe ten years ago. While most were open in articulating their challenges, we were left with an underlying sense of hope and achievement. Change takes time. Yet for Mexico’s LGBTTTI community, and because of its efforts, we see the prognosis for the future as favorable in terms of increased visibility, acceptance, and ultimately, understanding.
