New consumerism: branding and the Latin American middle class

Alejandro Tanco and Steve August


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Introduction

This paper describes the execution and results of a digital qualitative study focused on better understanding the emerging middle class in Latin America. The study seeks to fill a significant data gap when it comes to today's Latin-America: data that companies need to help define transversal strategies according to "new consumerism" and how it is shifting consumer relationships with brands.

From rural to global

The increase of global demand is related to the growth of the middle class, something that has had an impact on how consumers understand and give meaning to their reality.