From Resilient to Cautious: The Four Turns of the Latin American Consumer 2026. New economic pressures, security concerns, and a saturated content ecosystem are driving a shift towards a more prudent, hyper-local, and selective consumer who values brands that demonstrate worth and transparency. LatAm Intersect concludes that the challenge for brands in 2026 will be to demonstrate consistency, using strategies like evidence-based storytelling, integrating digital with physical in micro-communities, and reinterpreting nostalgia with a contemporary lens. "Consumers no longer seek just inspiring messages: they expect brands that, with facts, show they understand their reality," stated the expert. New economic pressures, growing security concerns, and electoral processes in several countries like Colombia, Brazil, and Peru are factors that will shape these four key transitions. 1. From self-care to nostalgia: Gen Z seeks the past. While wellness was a spending priority in 2025 (48% declared it), 2026 introduces an emotional layer: nostalgia as a response to digital fatigue and uncertainty. 2. From resilient to uncertain: prudence replaces optimism. Despite household consumption in several economies outpacing GDP growth in 2025 and over half of households using multiple shopping channels, 2026 is set for greater prudence. 3. From sustainable to communal: a focus on hyper-locality. Interest in local products, already high (60% of Brazilians, 59% of Colombians, and 54% of Mexicans), will combine with a broader movement towards hyper-locality. 75% of consumers say they prefer to buy from local brands if quality is maintained. 4. From AI-curious to trust-seekers. Despite the massive adoption of Artificial Intelligence (AI) by 65% of consumers, doubts about manipulation and falsity persist. For 2026, AI will only be accepted if it provides certainty and transparency. 62% of global consumers would trust brands more that explain how they use AI.
