A Cuban mother of four recently posed a poignant question that has echoed across social media, highlighting the stark contrast between official rhetoric and the daily struggles faced by many families on the island. She asked, how is it possible to be "creative" in surviving when cooking fuel costs more than one's salary?
Elen Guevara, who resides in the area known as "La Feria, the so-called Parque 26 de Julio," without specifying the province, shared a video on Facebook. This video quickly gained traction, amassing over 111,000 views, nearly 3,000 reactions, and more than 530 comments in just a few days.
In the video, Guevara gives a glimpse into the conditions she and her four children endure, using a mix of irony and resignation to describe how they cope with blackouts and shortages.
Adapting to a Harsh Reality
"For mosquitoes, I use a mosquito net. When it's too hot, I take the kids outside to get some fresh air, or as I call it, the poor man's air," she comments, as she walks through her humble home.
The frequent power outages have forced her to cook on a makeshift wood stove. "Charcoal costs over two thousand pesos," she says while showing the primitive setup she uses to prepare meals.
A Sarcastic Response to Government Advice
Guevara sarcastically addressed the Cuban leader's call to face the crisis with "creativity."
"I've already gotten creative. My president told me to be creative, and here I am, using my creativity," she states before posing a direct question to Miguel Díaz-Canel: "I want him to explain to me how I'm supposed to get creative on a 2,000-peso salary."
The video was a direct response to Díaz-Canel's speech on July 26 in Pinar del Río, during the central event marking the 73rd anniversary of the Moncada Barracks assault. In his address, the leader claimed that "the answer to the suffocation is inventiveness, creativity, and, like it or not, the joy of the Cuban people."
Public Reaction and Ongoing Challenges
His remarks led to a flood of criticism and sarcastic comments online. Responses included, "What joy?" "What creativity?" and "That's a joke."
This isn't the first time Díaz-Canel has pushed this narrative. For years, he's advocated for "creative resistance" as a way to manage the severe economic and energy crisis plaguing the country. In March 2026, official media even portrayed the use of charcoal stoves during power outages lasting up to 15 hours as an example of this adaptability.
Yet, the situation for millions of Cubans continues to deteriorate. In July 2026 alone, Cuba experienced three nationwide blackouts in just ten days—the fifth total collapse of the National Electric System that year—with generation deficits reaching 2,315 megawatts and power cuts lasting over 39 consecutive hours in some provinces.
This is compounded by the high cost of cooking alternatives. On the informal market, a sack of charcoal has been sold for between 3,200 and 5,000 pesos, surpassing the monthly income of many workers.
Despite the minimum wage increase in July 2026 from 2,100 to 3,210 pesos, purchasing power remains severely limited against the cost of living. Various estimates suggest around 96,000 pesos per month is needed to cover a family's basic needs.
Even Díaz-Canel admitted on June 18 that "resistance alone isn't enough." Nonetheless, his call for "creativity" persists in official discourse.
Understanding the Economic Struggles in Cuba
Why is creativity encouraged by the Cuban government?
The Cuban government, led by Díaz-Canel, promotes creativity as a means to cope with the ongoing economic and energy crises, suggesting that innovative solutions can help overcome shortages and challenges faced by the population.
What are the current challenges faced by Cuban families?
Cuban families are dealing with frequent power outages, high costs of basic commodities, limited purchasing power, and an overall deteriorating economic situation, making daily survival increasingly difficult.
How has the public responded to Díaz-Canel's speeches?
Public response to Díaz-Canel's speeches has been largely critical, with many citizens expressing their frustration and skepticism about the feasibility of using creativity to address basic needs under the current economic conditions.