Consumer Truth predicts that older, idealized images will be giving more authentic, real images that show another type of beauty. Brands will further communicate values of strength and attitude to Latam’s female consumers. Several recent campaigns, including Dove’s “Real Beauty”, Belcorp’s “Who do you want to be today” and Falabella’s “Dare to change” are examples of this trend being reflected in advertising.
Lack of public spaces are causing a demand in Latin America for people to have their own space, as internet and mobile use are expanding. There is more emphasis on personal health and well-being, as well as societal well-being. Streets and public spaces will allow brands that will connect more people, so street marketing and below-the-line (BTL) promotions will try to engage consumers in the future.
The emergence of Internet and other technology products have highlighted the values of efficiency, practicality and speed. Consumer Truth predicts that there will be an opportunity to re-connect consumers with a sense of profundity to complement technological efficiency.
