The reality of the Latin American consumer in 2026 is defined by a complex intersection of economic, social, and emotional factors. The economy remains the main concern for the Latin American consumer. This trend is fueled by deep distrust in institutions; six out of ten Latin Americans believe the social system is fractured and distrust the justice system and police. In response to this institutional crisis, 64% of buyers prefer to connect with brands that reflect their personal values, prioritizing transparency and consistency over other attributes. The rapid advancement of technology has generated a feeling of saturation in the region. With a purchasing power that has not recovered to pre-pandemic levels, saving has become a priority for 90% of respondents. This has driven the social purpose of companies to be a decisive factor, with 80% of people convinced that it is possible to combine profitability with support for just causes. The report warns that the increase in the perception of violence is modifying daily habits. However, the consumer feels they have already reached their limit of individual action and demands that companies provide sustainable, accessible, and clear solutions. The home has been consolidated as a refuge from a perceived dangerous external environment, which has definitively accelerated the use of delivery services and e-commerce. In an environment characterized by volatility and constant change, understanding purchase motivations requires a deep analysis that transcends traditional metrics.
According to the executive, the objective is to allow brands to develop proposals that are not only commercial, but also empathetic and consistent in the face of the social and cultural context that the population is going through.
Economic Tensions and Persistent Inequalities. The economy remains the main concern for the Latin American consumer. This trend is fueled by deep distrust in institutions; six out of ten Latin Americans believe the social system is fractured and distrust the justice system and police. In response to this institutional crisis, 64% of buyers prefer to connect with brands that reflect their personal values, prioritizing transparency and consistency over other attributes.
Well-being, Technology, and the Environmental Factor. The rapid advancement of technology has generated a feeling of saturation in the region. With a purchasing power that has not recovered to pre-pandemic levels, saving has become a priority for 90% of respondents. This has driven the social purpose of companies to be a decisive factor, with 80% of people convinced that it is possible to combine profitability with support for just causes.
Insecurity, Distrust, and the Refuge in the Home. The report warns that the increase in the perception of violence is modifying daily habits. However, the consumer feels they have already reached their limit of individual action and demands that companies provide sustainable, accessible, and clear solutions.
