A study by Cervezas Ambar, revealed in the context of the Day of Aragon, shows that 72% of Aragonese people believe it is necessary to enhance collective self-esteem, despite the pride they feel individually for their culture.
Analysis of Aragonese Self-Perception
The study commissioned by Cervezas Ambar highlights a notable discrepancy between personal pride and collective valuation. Although 78.4% of respondents personally value Aragonese traditions and 58% verify the Aragonese origin of the products they purchase, 56% believe there is a widespread distrust in the ability to compete with products from other regions, and 66% think that their historical heritage is largely unknown outside of Aragon.
The sense of undervaluation extends beyond the internal sphere, as 63% of survey participants perceive that other Spanish autonomous communities are valued more positively than Aragon. This perception intensifies among those aged 65 and older, reaching 79%, who believe that other regions have better promotional capabilities.
In light of this reality, Cervezas Ambar has launched the campaign «We Need to Love Ourselves More», initiated on April 22 through social media and accompanied by an audiovisual that includes a poem honoring the landscapes and customs of Aragon. Enrique Torguet, the company’s Director of Communication, describes it as «a collective cry to verbalize what many feel» and aims to foster a change in self-perception during the celebrations of the Day of Aragon.
