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1、2025Ogilvy Latina Consumer Trends 2025 all rights reserved2OGILVYWelcome to the latina point of view.We are convinced that we need new perspectives to better understand the world.For this reason,we have joined forces to create this report.Here we not only expand our views on key topics,but we also r

2、econfirm that the changes we will see during this year and the following will have a great impact on our daily lives.3OGILVYRedefining the Consumer Experience in 2025Consumers in Latin America are moving beyond conventional labels and expectations,reshaping how they interact with brands,society,and

3、technology.Macro forces shaping consumer behavior in 2025 include rising optimism among marketers,selective spending patterns among consumers,the potential impact of climate events like La Nia,the seamless integration of AI into everyday life,and the economic and social consequences of mass deportat

4、ion policies.Collectively,these factors are redefining market dynamics,requiring brands to strengthen their value propositions,personalize consumer experiences,and communicate transparently to build trust and engagement.This report explores seven transformative trends that will dictate new standards

5、 for engagement,innovation,and relevance in the coming year.4OGILVYOrgullo LatinoIt became official:after decades of looking north,weve started looking south.Driven by global crises,wars,and economic instability impacting countries differently,were learning to appreciate our roots,our land,our peopl

6、e,and our culture.Consumers are rediscovering and amplifying their local identities,prioritizing authentic and community-driven narratives over globalized influences.Evolving Dynamics:The preference for regional products and traditions is shifting purchasing behavior and media consumption.Social Med

7、ia Manifestations:The hashtag#OrgulloLatino has surged on platforms like TikTok and Instagram,where users showcase traditional cuisine,music,and cultural rituals with pride.Viral content includes videos of young Latin Americans rejecting Western beauty standards and celebrating indigenous heritage.I

8、mplications for Brands:Emphasize cultural storytelling that reflects real consumer experiences.Align with local creators and businesses to maintain credibility.Build narratives that empower rather than appropriate cultural identity.5OGILVYThe Generational ParadoxThe boundaries between generations ar

9、e blurring,as attitudes and behaviors transcend traditional age-based classifications.Evolving Dynamics:Younger consumers adopt financially conservative habits,while older demographics engage in youthful pursuits.While young people are cutting back on alcohol and drugs,older adults are increasing th

10、eir use.Alcohol consumption among those aged 55+in the United States rose from 49%to 59%over the past 20 years(Gallup).Social Media Manifestations:The rise of intergenerational influencers,such as seniors on TikTok giving life advice to Gen Z audiences,reflects the blending of generational perspecti

11、ves.Meanwhile,younger consumers are increasingly adopting vintage aesthetics and retro lifestyles once associated with older generations.Implications for Brands:Focus on mindset segmentation rather than generational stereotypes.Develop campaigns that speak to shared interests across age groups.Chall

12、enge outdated notions of aging and youth in marketing narratives.6OGILVYThe duality of connectionConsumers are redefining the way they connect,navigating between digital integration and the need for tangible human experiences.Theres a paradox in modern society:the simultaneous pursuit of meaningful

13、connections and a growing appreciation for individuality and alone time.Evolving Dynamics:Individualism becomes selective,with greater awareness of personal boundaries and active participation in building communities based on shared interests,beyond physical proximity.While AI and virtual platforms

14、expand,there is growing demand for real-world interactions.Social Media Manifestations:The trend of silent walkinggoing on long walks without digital distractionshas gone viral as people seek a break from hyperconnectivity.AI-generated companions are also gaining traction,with users openly discussin

15、g their experiences with virtual friendships.Implications for Brands:Facilitate meaningful,in-person experiences while maintaining digital convenience.Create hybrid engagement models that adapt to different levels of connectivity preference.Build spaces(both digital and physical)where consumers feel

16、 genuinely connected.7OGILVYThe new way of spendingConsumers are rethinking their spending,prioritizing purchases that deliver lasting impact and personal enrichment.Although consumers are starting to spend a bit more,they now shop with intention,prioritizing purchases that provide a sense of prospe

17、rity,well-being and comfort.Evolving Dynamics:Luxury is being redefinednot as exclusivity,but as accessibility to meaningful experiences.Social Media Manifestations:Viral trends like dupe culture showcase consumers seeking budget-friendly alternatives to luxury products.At the same time,the rise of

18、investment fashionbuying fewer,high-quality piecessignals a shift towards mindful spending.Implications for Brands:Offer products and services that bring continuous,tangible benefits.Move beyond price-based competition to value-driven positioning.Integrate elements of personalization to enhance cons

19、umer satisfaction.8OGILVYOmni-wellnessThe idea of wellness is evolving into a fully integrated lifestyle,where emotional,mental,and physical well-being intersect.Consumers no longer confine well-being to a single aspect of their lives but integrate it into all their purchasing decisions.Evolving Dyn

20、amics:Self-care is no longer a trend;it is a necessity embedded in everyday choices.Social Media Manifestations:TikTok movements like bed rotting(spending time resting guilt-free)and romanticizing life(finding joy in simple moments)highlight a shift in wellness perspectives.Consumers are embracing s

21、mall habits over drastic lifestyle changes.Implications for Brands:Prioritize holistic health messaging in product development.Shift from marketing wellness as an aspiration to positioning it as an expectation.Address consumer fatigue with authentic,practical solutions for well-being.9OGILVYNature R

22、eimaginedEngagement with nature is no longer just about sustainabilityit is about rediscovering joy,wonder,and a sense of grounding.According to Further with Fords 2024 report,76%of people around the world say they will prioritize spending more time outdoors in the next 12 months.Evolving Dynamics:C

23、onsumers seek immersive natural experiences,moving beyond ecological responsibility to personal enrichment.Social Media Manifestations:Trends like slow hiking have gained popularity,showing that people are finding peace in nature rather than just seeing it as a cause to support.The rise of cottageco

24、re aesthetics also reflects a deep longing for a simpler,nature-connected lifestyle.Implications for Brands:Position nature as a source of creativity,restoration,and personal growth.Integrate sustainable solutions into everyday products without overwhelming consumers with responsibility.Leverage sto

25、rytelling to reconnect people with the natural world.10OGILVYFight or flight?Consumers are no longer satisfied with performative activism or shallow sustainability claimsthey demand substance and transparency.They now have access to thousands of educational resources,turning empty policies into a so

26、urce of backlash for brands.Evolving Dynamics:Trust in brands is built through actions,not words.Is your brand ready to bring a commitment to life?Or is it better to work on it until 100%of your value chain can fully support it?Social Media Manifestations:Backlash against greenwashing and rainbow-wa

27、shing has intensified,with consumers calling out brands that use social causes for marketing without genuine commitment.Movements like de-influencing have also risen,where influencers encourage followers to avoid unnecessary consumption.Implications for Brands:Ensure purpose-driven initiatives have

28、measurable impact.Avoid over-promising;focus on delivering real,incremental progress.Engage with communities and consumers in meaningful,long-term conversations rather than one-off campaigns.11OGILVYConsumers in 2025 expect brands to be partners in their evolving journeys,not just service providers.

29、Those who embrace authenticity,adaptability,and deeper connections will not only remain relevant but will define the next era of consumer engagement.For more information on this report,please contact:Thais Frazao Chief Strategy Officer at Ogilvy LATAMMarina Piacentini Chief Communications Officer at

30、 Ogilvy LATAM12OGILVYMain SourcesGracias.Obrigado.1.Gua de la Cultura de Vice,2025 2.Mintel Global Beauty and Personal Care Trends,2025 3.Lemongrass-Tendencias de Viajes,2025 4.Hilton Travel Trends,2025 5.OBS Evolucin y desafos del sector turstico en Latinoamrica,2024 6.Dentsu Creative Trends,2025 7

31、.Ipsos,International Womens Day,2024 8.Tlacuche Blue,2024 9.The Future 100 VML,2025 10.Mintel Global Consumer Trends,2025 11.Pion Youth Trends Report,202412.Scenario DNA Culture Mapping Trends Themes,2025 13.Must Watch Consumer Trends Statista,2025 14.The New Consumer Coefficient Capital,2025 15.WGS

32、N Future Consumer,2025-2026 16.Nielsen Mid Year Consumer Outlook,2025 17.Tecnolgico de Monterrey La generacin Z y sus hbitos de compra,2024 18.Top Global Consumer Trends,Euromonitor,2025 19.Kantar Global MONITOR 2015,2020,2024 20.Juan Isaza Consumer Trend Report,2025 21.Crecimiento mundial dispar e Incierto,Fondo Monetario Internacional,2025 22.CNN Business.2025