Some still haven't noticed it. Meanwhile, public conversation is returning to something much more basic: the family. For years, politics tried to build itself on big ideas—progress, transformation, and so on. My hypothesis is that the politics to come (in Mexico) won't be won by promising more, but by generating a greater sense of security. That's why, when everything else fails, the conversation returns there. A realignment in public language is beginning. Am I sure? At some point in recent years, politics stopped being something that happens to the country and became something that happens in your home. Because the first is running out, and the second is an immediate need. It's something profound, the need for a firm anchor, a safe space. There is a recurring error in current political analysis: assuming that talking about family narrows the conversation. It's the exact opposite. When someone evaluates their environment, they do so based on very specific questions, even if they don't always say them out loud. And that's where things change. Security and the economy are daily sensations. The family as a space for protection and belonging is one of the most powerful. That's why it's crucial to communicate that this is being attended to permanently. What's to come puts at risk what I have? The politics that understands this speaks to the ordinary person. Some politicians were slow to notice. Is my family better or worse than before? Broad concepts, sometimes inspiring, but almost always distant from daily life. And then came, as Malcolm Gladwell would say, the 'tipping point'. When people lose their sense of control over the most basic things, political speeches fall short. What people are looking for is much bigger than a slogan. Carl Jung spoke of archetypes as universal images that organize the way we understand the world.
