He entrepreneurship is the greatest key to success in our country. So much so that financial independence and having one’s own business are consolidated as the highest aspirations for success for 91% of Peruvians.
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Meanwhile, 95% associate success with supporting their family and 93% associate it with pursuing their passion.
This is revealed by the study “Destape Regional” by the consulting firm Consumer Truth, which shows the importance of entrepreneurship and how it influences what is considered success.
The exhaustive research – in which an important part was to discover what Peruvians understood by success or progress – included 1,200 respondents in the cities of Chiclayo, Trujillo, Lima, Ayacucho, Tarapoto, Abancay, Cusco and Arequipa.
In each city, 150 Peruvians were interviewed and their stories were collected. After an in-depth qualitative analysis, the study managed to map the feelings of the average Peruvian, unraveling the values that guide their lives and their hopes for the future.
In addition to financial independence, 89% of Peruvians value health, 84% contribution to society, and 80% university or postgraduate education.
In general, the educational component and the ability to put one’s talents at the service of society, community or country are highly valued.
To a lesser extent, success is linked to “achieving a high position in the institution where one works” (75%), “buying the things one wants” (70%), “traveling around the country and the world” (75%). These results indicate that for Peruvians in these 8 regions, family/social success is more important than individual success and that luxury consumption (purchasing goods/traveling) is relatively less important than education or health.
In short, for Peruvians, success is not just a destination, but a path traveled with effort and dedication. Each region has its own vision of progress, but they all share a common denominator: the desire for a better future for their families and communities.
ENTREPRENEURIAL CULTURE
In the north, 100% of respondents identify with the entrepreneurial culture and value family. However, the lack of public safety affects their self-esteem.
In Lima, 29% are independent and 76% seek to solve the city’s problems, showing urban dynamism.
In the south, 90% in Cusco and 86% in Arequipa associate progress with citizen security and more sustainable development, prioritizing community and identity.
Also in the south, a concept of collective development stands out, where “country life coexists with the opportunities of the city” (88% Cusco, 81% Ayacucho, compared to a national average of 79%).
WHAT ARE THE MOST SUCCESSFUL PROFESSIONS?
The results were revealing. 65% of Peruvians consider engineering to be the most successful profession; entrepreneurship came in second place (60%) and health professionals were in third place (58%). Curiously, teachers (1%) and lawyers (2%) are the professions least linked to success.
Politicians and police do not have a successful relationship, nor does the work of a housewife (5%)
“The importance of the study is to understand the behavior of citizens in relation to the sociocultural link they have with their environment in order to strengthen the proposal for connection and communication between the different actors: Government, companies, brands, others. The street, the understanding of groups, society and culture are key for the business world. Without the street, there is no strategy,” explains Cristina Quiñones, CEO of Consumer Truth, whose research allows us to set the tone for what will happen in the new social and consumer scenario in Peru.
In conclusion, the vision of success for the new Peruvian would be built on culture. For the average Peruvian, “if you don’t sweat it, it’s not success.”
Under this concept, one has to get one’s hands dirty. Hard work and effort give meaning to success, while success that comes suddenly is ephemeral and perseverance makes one successful.
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