Elisenda Alamany, a candidate for the mayoralty of Barcelona representing ERC, has taken an unconventional approach in her campaign by invoking the controversial concept of the 'Great Replacement.' While this term is commonly associated with far-right ideology that posits a demographic replacement of local populations, Alamany distinguishes her usage by claiming she refers to the replacement of historical local businesses rather than actual demographic changes. She aims to highlight the detrimental impact of 24-hour supermarkets on the identity and uniqueness of local commerce in Barcelona.

In a campaign video filmed in front of a 24-hour supermarket, Alamany outlines her vision for the city's future by promising to prioritize the preservation of local spaces and historical sites. She states that if elected, her first action would be to suspend new licenses for businesses that contribute to what she identifies as monoculture in tourism-centric shopping, such as souvenir shops and 24-hour supermarkets. Alamany's rhetoric seeks to resonate with constituents who value the cultural heritage and identity of Barcelona in the face of commercial homogenization.

This approach reflects a broader trend in electoral politics where candidates leverage provocative terminology to galvanize support and spur discussions around local issues. By engaging with a contentious term like 'Great Replacement,' Alamany aims to draw attention to the conflicts between local tradition and modern commercial practices, positioning her party as an advocate for the preservation of Barcelona's unique character amidst rapid urban changes.