Behind the curtain: the backstage of consumer trends

This paper examines consumer trends in Latin America with a view to the complicated background forces that dictate their development.

Behind the curtain: the backstage of consumer trends

Mariela Mociulsky and Ximena Díaz Alarcón

Introduction

Once upon a (not very distant) time, the basic parameters on which daily life was founded were more stable. Institutions furnished more defined identities, offered clear models to follow, the road ahead seemed quite clearly sketched.

The classical model of upward social mobility ended long ago. In art, politics, morality, sexual identity, love, working modalities, products, spaces - indefinite, ambiguous and polysemic signs are now prevailing. The future is more uncertain. It is no longer so clear or easy to distinguish feminine from masculine, ugly...

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