Abstract:

The world is facing a power shift: emerging countries are affecting the way the people consume on a global level. This "new consumerism" has a direct impact on revenues, but there is no clear understanding of how these changes affect consumer behaviours. This reality demands the development of new strategies surrounding product, portfolio, communication, price and branding: requiring the identification of similarities between the markets in order to build a more complete acquisition strategy. Most studies of the emerging middle class focus on economic data, emphasising China. There's a significant data gap when it comes to today's Latin-American: data that companies need to help define transversal strategies according to "new consumerism" and how it's shifting relationships with brands.