Latin American Trends: Local Societies, Local Consumption, Global Brands
(Or “from Researchers to Consiglieri”)
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.