Latin American Trends: Local Societies, Local Consumption, Global Brands

(Or “from Researchers to Consiglieri”)

Esteban Socorro
Coca-Cola, Argentina

Fernando Moiguer
Moiguer & Asociados, Argentina


Globalization's powerful drivers push towards uniformity and homogeneity. In recent years, however, many Latin American countries took a main role in the configuration of new local identities and attempted to set new relationship styles towards the global world.

Various forms of polarization and fragmentation process are notorious today – with diverse degrees of consolidation and clearness – in the majority of Latin American societies, marketplaces and consumption cultures, even though they may appear under different forms in each of them.