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WhatsApp, the messaging app, is more than just a tool for personal communication in Latin America. It has evolved into an indispensable platform for almost anything: food delivery, doctor&rsquo;s appointment reminders, purchasing a new wifi plan, being a part of exclusive communities&hellip; it&rsquo;s a way&mdash;perhaps the most central way&mdash;for businesses to connect with consumers.
But why do Latin American consumers trust WhatsApp more than traditional emails for many of these things? Let's dive into this fascinating case of digital transformation and explore how WhatsApp has become the go-to business tool in many parts of the region.
<h2 dir="ltr">The Cultural Significance of WhatsApp in Latin America</h2>
WhatsApp is a cultural phenomenon in Latin America. With its widespread adoption across countries like Brazil, Mexico, and Argentina, it has become the primary means of communication for both personal and <a href="https://tuvis.com/whatsapps-influence-in-latin-america-a-revolution-in-communication-and-sales/">professional interactions</a>. This deep integration into daily life stems from its ease of use and accessibility on mobile devices, a crucial factor given that <a href="https://www.gupshup.io/resources/blog/business-of-whatsapp-in-brazil">most people access the internet via smartphones in the area</a>.
In Brazil alone, <a href="https://www.forbes.com/sites/angelicamarideoliveira/2022/11/17/whatsapp-picks-brazil-to-launch-in-app-business-directory-and-shopping/?sh=3b373ee43d26">165 million people use WhatsApp regularly</a>, which accounts for <a href="https://www.rdstation.com/blog/marketing/redes-sociais-mais-usadas-no-brasil/">over 93% of all internet users in the country</a>. Similarly, in other countries across the region, such as Chile and Costa Rica, <a href="https://mobilegrowthassociation.com/how-whatsapp-took-over-latin-america/">over 80% of the population relies on this platform</a>. These numbers underscore why <a href="https://panamerik.com/en/How-to-use-WhatsApp-Business-to-improve-communication-with-Latin-American-clients/">businesses are shifting their focus towards messaging apps like WhatsApp</a> to engage with customers effectively.
<h2 dir="ltr">Why Consumers Prefer WhatsApp Over Corporate Emails</h2>
So why do consumers prefer interacting with businesses through WhatsApp rather than traditional corporate emails? Here are some compelling reasons:
<ul>
<li dir="ltr" aria-level="1">
Immediacy: Unlike emails that often get lost in crowded inboxes or spam filters, messages sent via WhatsApp are typically read immediately due to push notifications. <a href="https://www.reddit.com/r/Brazil/comments/1ikufce/is_it_normal_for_brazilians_to_turn_off/">Even when those are turned off, which can be common in countries like Brazil</a>, the app is still checked multiple times a day, since it is the primary means of communication with friends and family. This immediacy allows for quicker responses and resolutions to customer queries.
</li>
<li dir="ltr" aria-level="1">
Personalization: Conversations on WhatsApp feel more personal and interactive compared to formal email exchanges. Businesses can tailor their messages based on customer preferences using features like <a href="https://contxto.com/en/apps/brazil-and-mexico-lead-the-economic-impact-of-whatsapp-business-generating-billions-in-revenue/">auto-replies and product catalogs available on WhatsApp Business</a>.
</li>
<li dir="ltr" aria-level="1">
Convenience: Many users in Latin America have limited access to computers but do own smartphones. Although mobile is still a convenient platform for email usage, <a href="https://findstack.com.br/resources/gmail-statistics">only 46% of emails are opened on mobile</a>, and many are deleted or ignored if the view isn't optimized for a mobile app. As such, interacting through messaging apps is far more convenient&mdash;and successful&mdash;than navigating through email platforms.
</li>
</ul>
<h2 dir="ltr">How Businesses Are Leveraging WhatsApp</h2>
Businesses across Latin America have recognized these advantages and are increasingly adopting WhatsApp, and specifically WhatsApp Business (a separate WhatsApp app for businesses that interfaces with the more popular consumer version), as a core part of their marketing strategies.
By offering direct communication channels where customers can quickly resolve queries or make purchases without leaving conversations (a concept known as&nbsp;<a href="https://www.zendesk.com.br/blog/conversational-commerce/">conversational commerce</a>) or switching back and forth between pages, companies build stronger relationships with their audience. Features like automated messages help manage high volumes efficiently while maintaining personalized service.
The economic impact of using WhatsApp Business varies significantly across different countries. <a href="https://contxto.com/en/apps/brazil-and-mexico-lead-the-economic-impact-of-whatsapp-business-generating-billions-in-revenue/">Brazil and Mexico lead the world ranking, with $5.3 billion USD and $1.9 billion USD</a> in revenue, respectively, being generated during just a single month in 2022 (as an example).
These figures highlight how crucial WhatsApp Business is for e-commerce success in these regions. Its popularity among small business owners looking to streamline customer interactions efficiently is also booming: in Brazil, during June 2022 alone, nearly&nbsp;<a href="https://contxto.com/en/apps/brazil-and-mexico-lead-the-economic-impact-of-whatsapp-business-generating-billions-in-revenue/">70 million downloads of the business version of the app were recorded</a>.
<h2 dir="ltr">Future Trends and AI</h2>
As technology advances further, with Meta (WhatsApp's parent company) integrating new technology each day&mdash; <a href="https://faq.whatsapp.com/1002544104126998">especially generative AI</a>&mdash; the potential benefits expand beyond mere messaging.
Using AI-powered tools alongside WhatsApp Business can enable companies not only to automate routine tasks but also to create unique experiences tailored specifically to individual consumers. As generative AI technology advances, it is important for businesses to stay on top of trends and become early adopters of these new tools, allowing for more efficiency and a better customer experience.
Beyond just being a communication tool, WhatsApp plays a pivotal role in broader digital transformation efforts by <a href="https://databeys-crm.medium.com/6-best-crm-systems-with-whatsapp-integration-00d99f0e514b">integrating seamlessly with CRM systems</a> and other business software platforms. This integration simplifies data management while enhancing overall operational efficiency.
<h2 dir="ltr">Conclusion</h2>
Latin American consumers prefer WhatsApp over corporate emails because it offers immediacy, personalization, and convenience. As e-commerce continues evolving rapidly throughout this region, businesses can adapt and stay ahead by leveraging platforms like WhatsApp Business.

Discover how WhatsApp is transforming digital marketing and e-commerce in Latam with immediacy, personalization, and convenience for businesses.

Why Latin American Consumers Trust WhatsApp More Than Corporate Emails

Recent shifts in migration policy across the Americas, including recent US regulatory changes that impact work visas and hiring eligibility, are reshaping the landscape for businesses operating internationally. These changes have introduced complexities for companies reliant on cross-border talent flows, particularly in industries like technology.
With these policy shifts, market researchers and consultants must be attentive, as understanding business migration patterns - such as the movement of local operations, talent sourcing strategies, or the relocation of workforces to regions with more favorable policies - can become a critical factor in client decision-making.
With&nbsp;<a href="https://www.revelo.com/blog/latin-american-tech-hubs">Latin American talent hubs increasingly being used</a> by both U.S. companies and other Latin American companies for sourcing and hiring tech talent, this becomes even more pressing for businesses that either depend on a globalized workforce or aim to remain competitive in international operations.
When companies consider expanding operations, relocating facilities, or restructuring their workforce, they must consider complex choices that directly impact their bottom line. Should they build a tech hub in Guadalajara or Medell&iacute;n? Is it better to centralize operations in Brazil or distribute across multiple countries? How will changing migration policies affect their ability to move key personnel between offices?
These decisions require deep market intelligence about talent availability, regulatory environments, and operational costs across different regions, and current events have made this knowledge more valuable than ever.
<a href="https://www.datocms-assets.com/62658/1685565255-lightcast-revelio-labs-global-skills-marketplace-report-2023-08.pdf">A report from the World Economic Forum</a> indicates that, between 2020 and 2023, the number of professionals in South America working for companies in the US or Canada grew by 70%, especially in tech. <a href="https://www.spiceworks.com/hr/talent-management/articles/hiring-beyond-borders-latam-and-apac-top-list/">A similar trend is true for cross-border talent movement within Latin America itself</a>, with particularly strong flows between neighboring countries. This shift isn't just about numbers &ndash; it's about how companies are fundamentally rethinking their approach to talent acquisition and retention.
Mercado Libre, Latin America's largest e-commerce platform, is a good example. The company has been <a href="https://www.nodal.am/2024/07/mercado-libre-invertira-300-millones-de-dolares-en-colombia/">strategically expanding its tech operations across multiple countries over the past couple of years</a>, establishing development centers in Colombia and Chile while maintaining its strong presence in Argentina. This approach isn't just about cost savings &ndash; it's about creating resilient talent networks that can withstand regional economic fluctuations and regulatory changes.
Similarly, Brazilian fintech giant Nubank has implemented what they call a "<a href="https://international.nubank.com.br/pt-br/careers/candidate-pool-pt-br/">distributed talent hub</a>" model. Rather than centralizing operations in S&atilde;o Paulo, they've created multiple technical and operational centers across Brazil, Mexico, and Colombia. This strategy has allowed them to tap into diverse talent pools.
The quick adoption of nearshoring and e-migration strategies is transforming how companies engage with talent in Latin America. Nearshoring, the practice of outsourcing work to neighboring countries, leverages time zone compatibility and cultural similarities to streamline collaboration. E-migration takes this further, enabling professionals to contribute to global initiatives remotely from the comfort of their homes.
<a href="https://www.weforum.org/stories/2025/01/immigration-e-migration-impact-nearshoring-global-talent/">Over 2.2 million remote workers from countries like Brazil, Argentina, and Mexico are now contributing to global businesses without leaving their communities.</a> Companies such as Google, Salesforce, and Adobe lead this trend, drawn to the region&rsquo;s technical expertise, geographic proximity, and cultural alignment - referring to shared business practices and familiarity with Western markets.
Latin American governments have also bolstered this movement, creating strong ecosystems for these qualified professionals through initiatives like&nbsp;<a href="https://www.gov.br/mcti/pt-br/acompanhe-o-mcti/transformacaodigital/arquivosestrategiadigital/digitalstrategy_2022-2026.pdf">Brazil&rsquo;s Digital Transformation Strategy</a>, a comprehensive 2025-2026 plan to accelerate the adoption of digital technologies, improve infrastructure, promote innovation, and enhance cybersecurity. Shifts like these not only addresses talent shortages but also benefits local economies, and is ultimately a win-win for businesses and the region alike.
<h2 class="p1">The Impact on Market Research and Business Intelligence</h2>
This evolution in business migration patterns increases the demand for market research and business intelligence. Companies need more sophisticated data about things such as regional salary benchmarks, benefits expectations, local labor laws, compliance requirements, cultural factors affecting workplace integration, educational institution partnerships, and talent pipeline development.
<h2 class="p1">Looking Ahead: Market Research Implications</h2>
For market researchers and business intelligence professionals, these shifts create both challenges and opportunities. Traditional metrics for measuring workforce dynamics are becoming less relevant as companies adopt more fluid approaches to talent management. New methodologies are needed to track and analyze:
<ul class="ul1">
<li class="li2">Cross-border talent flows and their economic impact</li>
<li class="li2">Remote work adoption rates and productivity metrics</li>
<li class="li2">Regulatory compliance costs and their effect on business decisions</li>
<li class="li1">Cultural integration success factors</li>
</ul>
Technology is also playing a crucial role in facilitating these new business migration patterns. Cloud-based workforce management systems, virtual collaboration tools, and compliance tracking platforms are becoming essential infrastructure for companies operating across multiple Latin American markets. Market research firms are increasingly focusing on how these technological tools are being adopted and adapted for local markets.
<h2 class="p1">Conclusion</h2>
The evolution of business migration patterns in the Americas represents a fundamental shift in how companies approach talent management and operational strategy. For market researchers, understanding these changes is crucial for providing valuable insights to clients navigating this. The key to success in this ever-evolving environment lies in staying on top of current events, monitoring changes and trends in the technological and cultural landscape, and breaking down how regulatory shifts can impact businesses operating across the Americas.

Learn how shifting migration policies and talent trends drive nearshoring , e-migration, and talent hubs, helping companies stay competitive in the Americas.

How Business Migration Is Reshaping the Americas

Brazilian actress Fernanda Torres has been campaigning for a 2025 Oscars nomination for the movie <a href="https://www.imdb.com/title/tt14961016/">I'm Still Here</a>. If the nomination comes in January, Torres would be following in the footsteps of her mother&rsquo;s nomination 25 years prior. This historic moment would mark only the second time a Brazilian actor has received an Academy Award nomination. The cultural significance is undeniable, but what truly stands out is the explosive online response - before it's even confirmed.
News outlets and internet users have been following the actress's Hollywood tour to promote the movie. As an example, The Academy&rsquo;s Instagram post featuring Torres gathered around 800,000 comments within just four days. In comparison, photos from the same shoot of Lupita Nyong'o and Margaret Qualley, both popular actors who starred in two of the&nbsp;<a href="https://www.boxofficemojo.com/year/world/?sort=domesticGrossToDate&amp;ref_=bo_ydw__resort%23table">top 50 highest grossed movies of the year</a>, gathered around 1,500 comments each - and most other big stars got less than half of that.
Although maybe a small example, this disparity is a staggering display of Brazil&rsquo;s digital engagement. This kind of &ldquo;internet hive behavior&rdquo; is deeply ingrained in Brazilian culture, and has far-reaching - usually positive - implications. It not only uplifts Brazilian identity and art, but also creates pathways for investment.
But it's not just Brazilian art that this effect benefits - in fact, the largest beneficiaries are the ones receiving the attention. That's because social media engagement is one of the most important currencies in the online sphere - it's a measurable asset for business growth, and it's really, really <a href="https://buffer.com/library/social-media-engagement/">valuable</a>. Here is the breakdown:
<h2 class="p3">Cultural Hype as Currency</h2>
Brazil&rsquo;s online culture is famously energic, with millions of <a href="https://www.greenbook.org/insights/focus-on-latam/the-thrifting-revolution-in-brazil" target="_blank" rel="noopener">Brazilians regularly (and loudly) engaging on platforms</a> like Instagram, YouTube, TikTok, and X (formerly Twitter). This enthusiasm, often fueled by a form of national pride mixed with a strong culture of humor, transforms the online scenarios in which it exists.
However, beyond just making its mark on the internet, this cultural hype also translates into economic opportunity. Since engagement is so highly sought-after and invaluable for digital algorithms, propelling content into wider visibility through this sort of &ldquo;organic virality&rdquo; makes it attractive to brands and investors. In other words, it increases the <a href="https://www.investopedia.com/terms/s/socialcapital.asp%23:~:text=Social%2520capital%2520is%2520a%2520set,information%2520from%2520one's%2520personal%2520connections.">social capital</a> of organizations - and in the same breath, encourages international investment in Brazil&rsquo;s digital economy.
<h2 class="p3">&ldquo;Hacking Engagement&rdquo; Through Culture</h2>
Some YouTubers, influencers, and digital creators have become aware of this phenomenon that can be described as &ldquo;hacking engagement&rdquo; through Brazil. They actively amplify Brazilian culture by reacting to culturally significant moments, music, food, cinema, or even memes - and bring in a legion of users eager to comment, discuss, and suggest even more things for that creator to review.
As an example, the YouTuber <a href="https://www.youtube.com/@GoonyGoogles/videos">GoonyGoogles</a> would record reactions to movies and shows as a way to pass time during the pandemic, gathering a hundred or so views each time. That is, until he accidentally attracted an internet mob when he started reacting to Brazilian cinema and music, and saw his videos collecting views by the millions.
Such engagement also drives international exposure. When global audiences discover Brazilian content through these channels, they are introduced to the richness of the country&rsquo;s culture, sparking interest in tourism, film, and other sectors. The ripple effect benefits industries far beyond social media, creating a positive feedback loop for investment.
<h2 class="p3">International Exposure: Brazil on the Global Stage</h2>
Fernanda Torres&rsquo; potential Oscar nomination highlights a non-virtual example of the benefits of elevating a country's cultural profile internationally. When cultural products like films, music, or literature reach global recognition they serve as ambassadors for the country, showcasing its talent and diversity.
Online engagement accelerates this process. By buzzing these platforms with comments, shares, and views, Brazilians ensure these milestones are hard to ignore. The chatter surrounding Torres&rsquo; not-even-confirmed nomination, for example, puts Brazilian cinema in the spotlight, opening doors for co-productions, distribution deals, and even tourism as audiences become curious about the country behind the stories.
<h2 class="p3">The Profitability of Online Engagement</h2>
For organizations and brands, Brazilian engagement can also be a business opportunity, or at least serve as an example for such opportunities. The viral nature of these audiences makes them highly attractive to marketers looking for authenticity and scale. By associating their online presence with Brazilian pride, for example, and leaning into humor, brands can tap into a deeply engaged audience that is eager to share, be heard, and amplify content.
Brazilian branches of large brands like Netflix and Burger King already do this locally, and take on an approach somewhat similar to <a href="https://www.contagious.com/news-and-views/duolingo-social-media-marketing">that of Duolingo's</a>. Although not directly referencing Brazilian culture, they leverage Brazilian humor by partaking in Stan and meme culture, keeping a relatable, comedic tone to their posts and communications, and attracting a young and tech-savvy Brazilian audience.
<h2 class="p3">Challenges and Opportunities</h2>
While the potential of online engagement is immense, it comes with challenges. The rapid pace of virality means that organizations must act quickly to capitalize on cultural moments. Furthermore, sustaining engagement requires authenticity; attempts to manufacture buzz can backfire if they appear inauthentic or exploitative.
Despite these challenges, the opportunities are too significant to ignore. By investing in cultural products, supporting local creators, and partnering with influencers, organizations can turn online engagement into a long-term strategy for growth. For countries like Brazil, where cultural pride is deeply ingrained, the potential to drive investment through digital buzz is especially high.
<h2 class="p3">Conclusion</h2>
Whether Fernanda Torres&rsquo; nomination comes through or not, her campaign has already achieved something extraordinary. It has ignited a global conversation, showcasing the power of <a href="https://www.greenbook.org/insights/focus-on-latam/gamevolution-unleashing-the-digital-gaming-revolution-in-latin-america" target="_blank" rel="noopener">Brazil&rsquo;s digital community</a> and the cultural pride that drives it. This isn&rsquo;t just about one actress or one movie - it&rsquo;s a testament to how Brazilian audiences rally around moments that matter, creating waves of engagement that resonate far beyond their borders.
This story is yet another example of how deeply connected people can be to their stories and heritage. It&rsquo;s a reminder for businesses that tapping into this kind of authentic engagement isn&rsquo;t just a strategy - it&rsquo;s an invitation to be part of something bigger.

Discover how Brazil's unique online behavior presents distinct opportunities for brands to engage effectively and stand out in a dynamic digital market.

Hack Engagement And Drive Investment: Lessons from Brazil's Digital Buzz

Christmas is right around the corner - and by that, I mean that most people probably have started seeing red and green decorations filling store shelves since the day after Halloween. As one of the most significant holidays in the Western world, Christmas is eagerly anticipated by many in the United States.
The holiday season in December in the U.S. embraces more than just Christmas; it includes traditions like Hanukkah, the Jewish Festival of Lights, and Kwanzaa, a celebration of African heritage and unity. The term "holidays" as opposed to simply Christmas has been adopted by many and encompasses these diverse celebrations, promoting inclusivity and respect for various traditions. While each has its unique customs, they all share themes of light, unity, and community, which bring people together during this festive time of year.
The origins of Christmas, a holiday of feasting, gift-giving, and joy, has roots that stretch back thousands of years. Within the Christian faith, it celebrates the birth of Christ, with December 25th becoming the official date in the 4th century&mdash;a choice that aligned with Roman traditions. Over centuries, Christmas festivities were shaped into the ones we recognize today.
In Latin America, where Christianity is deeply influential, Christmas takes on a unique blend of cultural and historical influences that bring the holiday to life in different ways. For market researchers and businesses, understanding these nuances of holiday celebrations presents an opportunity to connect with a passionate and festive audience in culturally relevant ways. Here&rsquo;s a look at how Christmas traditions unfold across Latin America and what they mean for businesses looking to tap into this dynamic market.
<h2 class="p3">1. The Central Role of Family and Faith</h2>
Christmas in <a href="https://www.greenbook.org/insights/latam" target="_blank" rel="noopener">Latin America</a> is a time for family gatherings and religious observance, deeply rooted in the region&rsquo;s cultural and spiritual heritage. Unlike in North America, where holiday festivities might begin on Christmas Eve or even earlier, in many Latin American countries, December 24th, Christmas Eve &mdash; known as &ldquo;Nochebuena&rdquo; or &ldquo;the Good Night&rdquo; in some countries &mdash; is the actual heart of the celebration.
Families gather for a grand feast, sometimes stretching past midnight, with traditional dishes being shared - a lot like Thanksgiving dinner in the U.S. Some are country-specific, like <a href="https://canalcocina.es/receta/tamales-de-navidad">tamales</a> in Mexico, or <a href="https://receitas.globo.com/datas-comemorativas/natal/farofa-de-natal-558f0fb04d388512e8000046.ghtml">farofa</a> in Brazil, while others are common in two or more countries in the region: roasted turkey, roasted pork, panettone, and the list goes on. In countries like Colombia, Christmas Eve dinner is the centerpiece, while in Argentina, people often spend Christmas Eve eating asado (barbecue) late into the night, followed by a celebration that includes <a href="https://ecelaspanish.com/cultural-tidbit-argentine-christmas-traditions/#:~:text=In%2520Argentina%252C%2520shooting%2520off%2520fireworks,also%2520lit%2520at%2520this%2520time.">fireworks</a> displays.
For brands, the family-centric nature of Latin American Christmas Eve creates an opportunity to focus on messaging that highlights togetherness, tradition, and familial warmth. Storytelling that speaks to the importance of family and local food culture can resonate deeply during this season, making products more relatable and meaningful to Latin American consumers.
<h2 class="p3">2. Nativity Scenes Take Center Stage</h2>
While Christmas trees and Santa Claus (commonly known as &ldquo;Pap&aacute;/Papai Noel&rdquo;) are becoming more popular across Latin America, the nativity scene, or &ldquo;nacimiento&rdquo;/&rdquo;pres&eacute;pio,&rdquo; remains an important Christmas decoration for many families, a tradition now held especially by older generations.
These scenes are often elaborate, with miniature figures, lights, and greenery, depicting not only the Holy Family but sometimes entire villages, complete with local wildlife and landscapes. In Peru,&nbsp;<a href="https://ictys.org/concurso-nacional-de-nacimientos-navidad-es-jesus/">there are national competitions to create the most beautiful nacimientos</a>, while in Brazil, small nativity scenes are found in nearly every household and church.
Brands can connect with audiences by offering culturally relevant decor or products that complement these traditions, rather than putting a focus on pine trees and snow, which are largely foreign to the region. This same cultural relevancy can be reflected in packaging and ad visuals for other products being sold in the region at this time of year.
<h2 class="p3">3. Las Posadas: A Celebration of Community and Inclusion</h2>
In Mexico and other Central American countries, celebrations begin long before Christmas Eve with &ldquo;<a href="https://www.britannica.com/topic/Las-Posadas">Las Posadas</a>,&rdquo; a nine-day tradition starting on December 16th. These events reenact Mary and Joseph&rsquo;s search for lodging, with neighbors gathering to sing carols and carry candles. Children often lead the processions, dressed as Mary and Joseph, knocking on doors and being turned away until they reach a designated home or church, where they are finally welcomed in.
Las Posadas underscores the importance of community, and brands can engage with audiences by acknowledging or even sponsoring these events, emphasizing values of inclusion and hospitality.
<h2 class="p3">4. Festivities Beyond December 25th</h2>
While December is the focal point for many Christmas celebrations, in Latin America, the holiday season doesn&rsquo;t always end there. In some Latin American countries like Mexico, Puerto Rico, the Dominican Republic, Cuba, and other Caribbean countries, the festivities continue through January 6th, also known as Three Kings&rsquo; Day, or &ldquo;<a href="https://www.diariodesevilla.es/sociedad/mantienen-tradicion-Reyes-Magos-Espana_0_1863414411.html">D&iacute;a de los Reyes</a>&rdquo; or &ldquo;Epifan&iacute;a&rdquo; - a classic Spanish tradition. <a href="https://www.vozdeamerica.com/a/celebracion-hispanos-dia-de-los-reyes-magos-/6373281.html">Children leave grass or hay in shoeboxes</a> for the camels of the Wise Men, who bring gifts overnight. In some parts of Mexico, Three Kings&rsquo; Day rivals Christmas itself in importance, with families exchanging gifts on January 6th rather than December 25th.
For businesses, this extended holiday season provides additional opportunities for campaigns and promotions. Marketers should be aware of the dual gift-giving occasions and consider spacing out promotions to accommodate consumers who may prioritize Three Kings&rsquo; Day over Christmas. This period also allows for post-Christmas sales to capture late-season shoppers, especially those seeking last-minute gifts.
<h2 class="p3">5. Fireworks and Festive Lights</h2>
In countries like El Salvador, Guatemala, and Argentina, <a href="https://ecelaspanish.com/cultural-tidbit-argentine-christmas-traditions/#:~:text=In%2520Argentina%252C%2520shooting%2520off%2520fireworks,also%2520lit%2520at%2520this%2520time.">fireworks</a> play a huge role in Christmas celebrations, with families setting off firecrackers and rockets on Christmas Eve to announce the arrival of Christmas. The sky fills with colors, and the sound of fireworks resonates through neighborhoods, marking the season with a festive noise.
This love of fireworks and lighting displays can be a creative angle for businesses to engage with audiences, and they can tap into the visual excitement of these nighttime displays when creating campaigns and communicating with local audiences.
<h2 class="p3">Conclusion</h2>
Christmas in Latin America is a rich, multi-faceted celebration that merges local traditions, religion, family values, and a deep-rooted sense of community. Understanding and integrating these traditions is key for professionals who seek to create authentic, impactful work. Latin American Christmas is more than a holiday&mdash;it&rsquo;s an experience that brands can meaningfully connect with by embracing the cultural values and customs that make it unique.

Explore Latin America's Christmas traditions shaped by family, religion, and culture. Learn how brands can connect authentically through community-focused marketing.

Christmas in LATAM: What Marketers Should Know

<img style="float: right;" src="https://directus.greenbook.org/assets/455c17b4-be8d-4974-a354-159dec05a42e.png?width=400&amp;height=199" alt="Iiex Latam">
Last week, Greenbook hosted&nbsp;<a href="https://www.greenbook.org/events/iiex-latam" target="_blank" rel="noopener">IIEX Latin America</a> 2024 in Miami. This lively event brought&nbsp;together researchers from all over the world to connect and exchange knowledge. In this piece, we&rsquo;ll be taking a look at some of the key learnings from IIEX LATAM 2024.
<h2 class="p1">What Made IIEX LATAM 2024 Incredible</h2>
IIEX LATAM provided immense value to our team. It helped showcase the importance of the Latin American market on the global stage, highlighting its uniqueness and the vast number of opportunities it offers to professionals. As&nbsp;conference-goers, we left with several key takeaways that underlined why this kind of event is crucial, not only for researchers focused on Latin America but for anyone involved in global market research.
While there were innumerable valuable insights uncovered during the summit, we felt that one of the most salient was the following: Latin America is not a monolith. This message rang out across presentations, across topics, from company to company. This was a message that consumers want to communicate to brands, that data backs up, and that researchers themselves put forth from lived experience.
From early on in the first day, Judith Kuj and Ana Vanegas of Wise Market Insights presented a data-packed, powerful report on the need to recognize the singularities of different Latin American backgrounds across the region rather than lumping all identities into a single entity.&nbsp;
On day two, Fred Gallo of On The Go Consumer Insights took us through an inspired presentation on the importance of adapting survey language to different countries, even if the same language is spoken in those various nations. Gallo even demonstrated the utility and cultural competency of adapting survey language to different regions within the same country (especially in countries with large amounts of land mass or cultural variation, e.g., Brazil).
While most can agree that there are commonalities across countries, each nation has its own distinct cultural background, geopolitical landscape, and economic and social factors that influence residents&rsquo; behavior and determine how researchers should approach it. A one-size-fits-all solution won&rsquo;t work for the entirety of Latam - which is why attending this conference and hearing these perspectives directly from the experts is so essential for any professional working on a global scale or with audiences from varied cultural backgrounds.
<a href="https://www.greenbook.org/events" target="_blank" rel="noopener">IIEX</a> LATAM gave us a unique opportunity to gain a richer, more accurate perspective on how research works - or should work - for Latin America. For brands looking to expand into the region or a researcher aiming to gain deeper insights into different populations, this conference highlighted the critical importance of understanding the region&rsquo;s consumers, empowering local researchers, and recognizing the global influence of Latin American perspectives.
<h2 class="p1">A Quick Run Down: Some of Our Favorites!</h2>
For those who want some extra conference vibes, here is a quick peek into some of our favorite moments:
<ul class="ul1">
<li class="li1">Latino Influence on US Market Research: The growing influence of Latinos globally was a focal point throughout the conference, bringing an interesting perspective to what&rsquo;s currently shaping the global market. Marta Villanueva, Chief Insights Officer at NuThinking, conducted a session highlighting demographic shifts in the United States, where the Hispanic population is steadily growing, thus becoming a major economic force and one of the fastest-growing segments. Understanding these rapidly shifting dynamics within the U.S. is critical for any company to appropriately cater and target to consumers within the whole of the Americas.</li>
<li class="li1">To Latinx or Not to Latinx: Tal Oren, Head of Growth &amp; Learning at Talk Shoppe, offered a thought-provoking talk addressing the complexities surrounding terms such as &ldquo;Latinx,&rdquo; &ldquo;Latine,&rdquo; &ldquo;Latino/a,&rdquo; and &ldquo;Hispanic.&rdquo; His work explored the different feelings people have about these terms, taking special care to examine how those feelings differ by age group, cultural background, primary language spoken, and other key demographic variables. His data indicate that preferences around these various identity labels vary greatly, with age and primary language spoken playing a large role in attitudes towards labels. Overall, however, &ldquo;Hispanic&rdquo; seems to be the winning label across all groups.</li>
<li class="li1">The Experience of Latin American Researchers: Reyna J. Pe&ntilde;a and Ellie Hecht of 10k Humans wanted to explore the life of the Latin American Market Researcher. Often, researchers don&rsquo;t get their time to shine as subjects as they work tirelessly to collect insights. They sampled Latino MR professionals who were under 30 and examined their perceptions of work, technology, Latin America, and the MR industry. One of the more discussed insights from the session is the finding that Gen-Z views market researchers as the human bridge between the pre- and post-AI world. Researchers can act as a litmus test of truth and falsity, helping carve a path toward the future.</li>
<li class="li1">Gender, Women, and Masculinity in Latin America: A few sessions covered social, cultural, and economic issues through the lens of gender. Constanza Cilley, Executive Director of Voices, talked about the economic disparities experienced by women in Latin America and how inequity plays a role in limiting access to opportunities for many women in the region. Paula Duque, Strategic Planning Manager at Provokers, explored the challenges of modern masculinity, helping brands and professionals better understand the unique tensions, pressures, and shifts that men are facing today.</li>
<li class="li1">Innovation in Music and Sports: As always, innovation was an exciting hot topic! Sergio Rodea, CEO of LAMARCALAB, spoke on the future of Latin American music. Rodea analyzed data from up-and-coming artists to build an enlightened framework around Latin American musical innovation. These insights were particularly relevant for big players in the Latam music space, such as Spotify. The Synapbox team dove into how AI can be used to design impactful advertising campaigns and effectively engage with Latino audiences during major sporting events.</li>
</ul>
These are just a small sampling (ha) of the varied insights that IIEX LATAM brought to the fore this year. We had a blast, and we hope you did, too. Hopefully, we&rsquo;ll see you next time!

Discover key insights from IIEX Latin America 2024 in Miami, where global researchers gathered to connect and share knowledge. Explore the highlights now.

A Brief Retrospective: IIEX LATAM 2024

In recent years, the fashion industry has witnessed a shift towards more sustainable practices, and one of the most prominent trends emerging from this movement is the rise of thrifting. This stems from several things:&nbsp;<a href="https://link.springer.com/article/10.1007/s11205-024-03328-5"> Gen-Z's environmental concerns over the negative impacts of fast fashion</a>, rising inflation, and a general dissatisfaction with the quality of garments nowadays. Every few months, a new version of a "Why are clothes worse now?" video essay pops up on YouTube and garners millions of views, attesting to how widespread this dissatisfaction is (no, really, look it up).
What only a decade ago was considered simply an affordable (and sometimes the only) option for lower income families to shop for clothing and household items, is now a full on hobby, or in some cases profession, where (mostly) young people gather and hunt for the most valuable, rare, or "cool" find. Hobbyists may keep these items for themselves or casually resell them, but professional thrift store hunters are constantly buying and reselling thrifted items, often at a steep mark-up.
Regular thrift store goers have already observed the negative impacts of this sudden rise in popularity, from increasing prices to decreased option quality, bringing&nbsp;<a href="https://theclick.news/has-thrifting-become-a-hobby-for-rich-hipsters-a-closer-look-at-secondhand-and-sustainable-fashion/">criticism to thrifting as a hobby</a> and a profession. Regardless of that, the practice is hotter than ever, and the rise of TikTok trends and Thrift Hauls has helped spread the fever globally. According to the ThreadUp <a href="https://www.thredup.com/resale/">Resale Report</a>, the global secondhand market is expected to reach $350 billion in the next four years.
<h2 class="p4">Buying Second Hand in Latin America</h2>
When it comes to adopting this cultural shift, Latin America is no different. Thrift stores have long been associated with charitable initiatives to help people in need, but <a href="https://inovamodadigital.com.br/w/modelos-de-negocio-aumento-brechos-brasil">were not well-regarded in larger commercial circles</a> or seen by consumers as desirable. However, with changes in the global perspective, thrift stores have had increasing appeal in the region.
Latin America in general is a culturally fertile ground for this kind of change (perhaps due to a more waste-averse mindset): donating (to charities, churches, friends, family, and domestic workers) or turning old clothes into a cleaning cloth or floorcloth are all options that come before throwing something in the trash, according to the <a href="https://www.chep.com/files/download/WP%2520Espanol.pdf">CHEP report</a>. However, compared to things like recycling and mending damaged items, buying second hand is still one of the least popular home upcycling methods in the region.
Still, thrifting has been <a href="https://www.zagumi.com/the-second-hand-clothing-market-in-south-america-an-overview/">trending up</a>, and like in the rest of the world, environmental consciousness, social media trends, and Gen-Z's push for authentic and unique styles have been driving this change. However, the way in which many of these countries approach thrifting is a little bit different than the U.S. market.
Take Brazil,&nbsp;<a href="https://www.chep.com/files/download/WP%2520Espanol.pdf">the leading second hand clothing buyer in the region</a>, as an example: unlike the U.S., large scale second hand stores like Goodwill or thrifting-focused platforms like Depop aren't really a thing. Rather, people go to second hand street markets (where sometimes piles of clothes are laid on the pavement, sold for no more than cents a piece), small hand-me-down stores (which vary greatly in price and conditions), or independent curators.
<h2 class="p4">Informal Thrift Stores - An E-Commerce Trend in Brazil</h2>
This third emerging group - independent curators - is an interesting one to look at. A few years ago, Instagram pages working as thrift stores started popping up, and quickly grew an audience. "Panning" for finds, the popular slang used to describe thrifting, is no easy feat.
The owners of these pages (usually young women) spend days visiting hand-me-down spots, frequently in hard-to-access locations, to put together a haul that's worth reselling - only to then mend the pieces and clean them of stains, and finally, post them for the first commenter to grab. This is something the average shopper doesn't have the knowledge or the time to do, and so, these one-woman stores quickly became a great way for the average consumer to access these items.
Although most of these stores get their finds from niche, often lower income areas, on the other end of the spectrum there are also sellers who target higher income customers for a more "curated" experience. They travel abroad (usually to the US and Europe), and flip items they thrifted in cities like New York, Paris, or Barcelona for a higher (often higher than retail) price.
Combined with the post-pandemic <a href="https://www.euromonitor.com/article/how-does-fashion-retail-look-in-latin-america-post-pandemic">rise of e-commerce</a> in the region, these types of sellers have become more established entities. Now, in a city like Salvador (which, unlike a larger metropolis like S&atilde;o Paulo, doesn't have things like vintage markets where people shop for old trinkets and eccentric clothes on the weekends), they are the main way in which young consumers are buying second hand items. In the past 5 years some of these stores grew from having around a thousand followers to close to 40,000.
<h2 class="p4">A Sneak Peak at Another Market: Buenos Aires</h2>
While in some Brazilian areas thrifting may be a recent trend, in Argentina's capital, there seems to be a bustling culture around the hobby. One <a href="https://www.reddit.com/r/BuenosAires/comments/11cvdcq/thrifting_isnt_really_a_thing_here_or_is_it/?rdt=54337">Reddit user</a> said about thrifting in Buenos Aires: "It is a big, big thing here for people into fashion. Here we call them 'ferias americanas', and it's basically all filled with used items. [...] Thrifting is really big in the city. You just need to know where to look." There are multiple articles <a href="https://www.lalalista.com/2021/10/04/clean-out-yo-closet-selling-clothes-in-buenos-aires/">dedicated</a> to hot spot recommendations, showing how this "panning" culture is ingrained in the city.
<h2 class="p4">Conclusion</h2>
As the thrifting movement continues to grow in Latin America, it is likely to have a lasting impact on the fashion industry. The stigma once associated with second-hand shopping is fading, as more people recognize the value and appeal of thrifted clothing as not only a way to save a buck and help the planet, but also as an authenticity statement and a means of self-expression.
This phenomenon signals a major transformation in consumer behavior in the region, particularly among younger demographics. To market researchers, understanding this trend is crucial, as brands and retailers need to adapt their strategies to meet the growing <a href="https://www.greenbook.org/insights/focus-on-latam/latin-american-cities-are-finding-innovative-recycling-solutions" target="_blank" rel="noopener">demand for sustainable</a>, affordable, and unique fashion alternatives.
This shift in the <a href="https://www.greenbook.org/insights/focus-on-latam/what-makes-a-fashion-trend-music-social-media-and-latam" target="_blank" rel="noopener">fashion market</a> also points to a larger trend among younger consumers in LATAM - an insistence on quality. As cost of living increases, options in the market increase with e-commerce and globalization, and consumers get more savvy, we see that younger consumers in Latin America are prioritizing the quality and lastingness of goods more so than in previous years. The economic implications of these shifts, such as the impact on pricing and product availability, highlight the importance of monitoring this market segment to identify emerging opportunities and trends.

Discover the surge of thrifting in Brazil, fueled by Gen Z's eco-awareness and social media. Explore its cultural and economic effects on local fashion trends.

The Thrifting Revolution in Brazil

You have likely seen the term "developing countries" to describe many countries with lower GDPs. The term has long been used in relation to less industrialized nations compared to their so-called &ldquo;developed&rdquo; counterparts. But what are the assumptions and biases lurking in this term?
<h2 class="p3">A Single Category For LATAM Doesn't Work</h2>
The terminology of developing vs. developed is increasingly <a href="https://blogs.worldbank.org/en/opendata/time-stop-referring-developing-world">seen as outdated</a> and potentially misleading, despite still persisting in the common lexicon. This shift in perspective is particularly relevant when examining Latin America if you take into consideration the region's turbulent history with colonization. For market researchers, understanding why "developing" is no longer an ideal descriptor is crucial for analysis and culturally responsible storytelling.
For starters, <a href="https://www.greenbook.org/insights/focus-on-latam/the-ties-between-countries-in-latin-america" target="_blank" rel="noopener">Latin America is made up of countries with vastly different economic realities</a> that defy a single categorization of "developing." Strictly speaking in terms of industry, nations like Brazil and Mexico are on one end of the spectrum, with significant industrial sectors, prominent tech industries, and robust service economies. Haiti and Nicaragua are on the other end of said spectrum, as both struggle with low levels of industrialization, predominantly depending on agriculture and the service industry for economic survival.
Bundling all of those countries in a single generic category makes it hard to create relevant policies and initiatives. Additionally, it reduces the region to a homogenous block, erasing the very real differences in economy, culture, and history between countries in the region. From a business perspective, this homogenization reduces the accuracy of investments, research, and development, as these countries have vastly different needs and systems.
Perhaps an argument can be made that regardless, any categorization will, by default, erase some of the idiosyncrasies of the countries it includes. Still, the terms "developing" vs. "developed" are laden with embedded messages about race, class, and the supremacy of the West. These are not innocent categories, and they&rsquo;re not even particularly accurate ones.
<h2 class="p6">What's Wrong With "Developing"?</h2>
Sure, perhaps referring to the "developing world" makes more sense than reverting back to the Cold War terms of First and Third World countries - which, shockingly, is also <a href="https://www.linkedin.com/pulse/exploring-importance-design-first-world-countries-insights-peiris">still used</a> by professionals in some cases. The "developing" idea is still <a href="https://www.a4id.org/policy/understanding-the-developeddeveloping-country-taxonomy/">considered by some</a> to be the most widely accepted criterion to classify countries on a global scale, but it comes with baggage &mdash; a list of downsides and shortcomings that we&rsquo;ll dive into below.
<h3 class="p4">It (kind of) ignores colonization</h3>
The history of colonization in Latin America had a profound and lasting impact on the political, social, and economic structures of the region - perhaps unlike any other region in the world. This impact differs by country, but each country in the region was stamped in its own way. Although indirectly, labelling Latin America as "developing," and on a path to being "developed" like colonial powers (such as Spain and England), ignores that those nations benefited from the exploitation of the region's resources and populations.
It is true that <a href="http://stats.oecd.org/glossary/detail.asp?ID=6330">some of the reasoning</a> behind the "developed vs. developing" categorizations is to help redistribute resources to struggling nations, which could be seen by some as a step towards historical reparations. However, this taxonomy masks these global power relations (which remain contemporary through neocolonialism) and allows for the interpretation that this underdevelopment is an independent shortcoming rather than a consequence of ongoing external exploitation.
<h3 class="p4">It's reductionist</h3>
The term "developing countries" carries a patronizing connotation, suggesting that these nations are at a lower stage of progress compared to "developed" countries. This not only ignores the complexity of different cultures, but it's also not completely accurate, even by Western standards:&nbsp;<a href="https://www.forbesindia.com/article/explainers/top-10-largest-economies-in-the-world/86159/1">Brazil is currently the 8th largest economy in the world</a>, and Chile's HDI global <a href="https://hdr.undp.org/data-center/country-insights#/ranks">ranking</a> is comparable to that of Portugal.
Furthermore, an&nbsp;<a href="https://blogs.worldbank.org/en/opendata/time-stop-referring-developing-world">article</a> by the World Bank, when vouching against the use of this terminology, added that the term &ldquo;development&rdquo; "is frequently used to describe the process in which children mature and pick up skills in a sequential way. Using the same term to describe countries can suggest some level of hierarchy in maturity and a set path for improving average well-being in a country." Countries in Latin America are not children, and the countries of the West are not their parents. It&rsquo;s time we leave paternalistic, colonial logics in the past and evaluate nations based on metrics that make contextual sense.
<h3 class="p5">It's a flat perspective</h3>
Referring to "developing countries" creates a narrative of linear progress, where all countries are expected to follow a single path charted by industrialized - "developed" - Western nations. However, Latin America's political and institutional complexities require a more nuanced understanding - as do other nations outside of the region that fall under the same category. Countries in the region have diverse political and complex social systems and&nbsp;<a href="https://www.npr.org/sections/goatsandsoda/2015/01/04/372684438/if-you-shouldnt-call-it-the-third-world-what-should-you-call-it,">unique forms of organization</a> and development that may not necessarily align with Western models of progress.
<h2 class="p6">What to say instead</h2>
There is no definitive categorization of nations by the metrics encapsulated in the terms &ldquo;developed&rdquo; vs. &ldquo;developing.&rdquo; As previously mentioned, any category will fall short of capturing the nuances and complexities of the countries it encapsulates. However, there are options, which often depend on context. One option is the terminology used by the World Bank of low-income, lower-middle-income, upper-middle-income, and high-income countries, which does a better job of grouping nations by current economic landscape than the idea of development.
<h2 class="p7">Conclusion</h2>
In conclusion, the term "developing" is increasingly inadequate and misleading when describing any country, and it has certain blind spots when describing Latin America specifically. The region's complex history with other nations, as well as its economic diversification and political, social, and institutional complexities all point to a reality that makes simplistic categorizations fall short. For market researchers, adopting a more updated, nuanced, and context-specific approach is essential for accurate market analysis, participant engagement, and client guidance.

Explore why the term "developing countries" is outdated and misleading in research. Learn about the need for context-specific taxonomy for better analysis.

Stop Referring to Latin American Countries as "Developing Nations"

<h2 class="p1">Gemini's Misleading Read On Argentina - An Anecdote</h2>
While using Google's <a href="https://gemini.google.com/?hl=pt-BR">Gemini</a> to research business opportunities in Argentina, I came across the sentence that the country has "a large and relatively well-educated population." The sentence spat out by the software caught my attention, as "relatively well-educated" isn't a fully self-explanatory statement. I asked Gemini what it meant by that, and it said: "The average education level in Argentina is higher than you might expect for a country with its economic challenges." A quick Google search shows that, as of the <a href="https://worldpopulationreview.com/country-rankings/education-rankings-by-country">latest data</a>, Argentina has a 99% literacy rate, and is only a couple of rankings below Italy in overall education ranking score. "Relatively well-educated" seemed like a misleading statement.
Not satisfied, I dug deeper and asked again: "Who is &lsquo;you&rsquo; in the sentence &lsquo;higher than you might expect&rsquo;, and why should I expect that?" Gemini came back with a final response: "In that case, &lsquo;you&rsquo; referred to a general assumption. There might be a stereotype that developing countries automatically have lower education levels." And there it was.
Although there is truth behind the assumption that the lower income the country is, the harder it is for it to support education initiatives across its entire population, that is not the case for Argentina. In fact, Argentina has fluctuated between "high-income country" and "medium-to-high-income country" in&nbsp;<a href="https://blogs.worldbank.org/en/opendata/new-world-bank-group-country-classifications-income-level-fy24">classifications by the World Bank</a> over the past decade. Gemini also classified the country as "developing," a widely-used but flawed term, and one that many institutions (like the writers at the World Bank Blogs), after a <a href="https://blogs.worldbank.org/en/opendata/should-we-continue-use-term-developing-world">decade</a> of debating, have <a href="https://blogs.worldbank.org/en/opendata/time-stop-referring-developing-world">decided</a> to stop using.
Perhaps the biggest issue with Gemini's response, however, is the subtle placement of a misleading assumption disguised as source-based information. By telling the user something they "would expect," the software does two things: it shows that its point of view is coming from a place other than the region it is talking about, and it amplifies stereotypes that users (particularly those less familiar with the subject they're researching) may already have.
Instead of giving the user the space to interpret the data themselves, Gemini made these conclusions for them (which may be part of its job) - except they were biased conclusions. Only after a round of interrogation was the stereotype uncovered and addressed.
<h2 class="p1">While It's Not AI's "Fault" - It Does Make Things Worse</h2>
This is an unfortunate, but expected phenomenon, considering the way AI works. As many people know by now, the way generative AI works is by using machine learning models, which work sort of like its brain, to create new content based on what it has learned from pre-existing, human-generated data.
These models are trained on vast amounts of information (e.g., text, images, etc.), and then they generate new content that mimics the style and structure of the training data. Essentially, AI can't reinvent the wheel (or make up new stereotypes), but it can create different versions of the wheel you need, based on the many wheel designs it has learned from.
However, at the end of the day, a wheel is a wheel. And because AI is exhaustively trained on human data, it can, and does, absorb common human biases. It learns to reproduce unfair stereotypes or prejudices present in the training content. Companies know this, and developers work to identify and mitigate biases in the training data. However, developers are also human, and because of that, they are both limited in their ability to address every possible source of bias, and are biased themselves, depending on multiple factors such as their gender, ethnicity, social status, and the culture in which they.
The kind of bias that survives the developer review isn't usually blatantly negative or obvious, especially in text (unlike issues with AI in facial recognition and image generation, which have been <a href="https://www.bloomberg.com/graphics/2023-generative-ai-bias/">well-documented and discussed</a>, although biases in Large Language Models have also been <a href="https://www.ucl.ac.uk/news/2024/apr/large-language-models-generate-biased-content-warn-researchers">mapped out</a>). It generally comes as subtle assumptions or disguised as neutral or positive language that unintentionally creates one-dimensional ideas of what a group represents.
As an example, if you ask ChatGPT to create a paragraph about Latin America, chances are you will come across the words "vibrant" or "tapestry" in the first sentence or two of whatever it generates - especially if you use models previous to 4o. It is not that you won't see this type of language when you ask the same thing about Anglo-America or Western Europe, but in the few instances when it does appear, it tends to come in a much less prominent position in the output.
While someone may argue that this visual phrasing paints a beautiful picture of the region, it reflects an external narrative and a limited perception that emphasizes only certain aspects of Latin America's many identities.
AI models are also largely trained in English, which consequently over-represents certain cultures' perspectives and ideas (primarily Western ones) while under-representing others. All of this data imbalance leads to a lack of nuanced understanding of non-dominant cultures, and it can produce content that reinforces stereotypes rather than challenging them.
With AI becoming increasingly integrated into our daily lives, and people relying more on different language models to provide reliable information on a daily basis, it's important to become aware of the risks of cultural biases in AI.
As market researchers, we have a responsibility to our clients to provide accurate data. Additionally, we have a responsibility to our participants and consumers at large to represent them respectfully and accurately. As we use AI in market research more and more, we must interrogate the assumptions on which these softwares operate to ensure that our data, qualitative and quantitative, and accurate and faithful to lived, real-world cultural realities.
<h2 class="p1">Conclusion</h2>
Implicit biases in generative software reflect societal prejudices. As a result, AI systems can perpetuate and even amplify these issues. This seems to be particularly pronounced when software generates content about non-globally-dominant cultures, such as Latin American cultures, leading to skewed, inaccurate, or stereotypical portrayals.
Developers constantly work to map out these issues and mitigate them, but it's a large task to accomplish. In the meantime, it is imperative that researchers are aware of these risks when utilizing AI softwares as research tools, and take precautions to mitigate them.
This can include cross-referencing AI-generated information with reliable sources, and engaging critically with AI outputs (even flat-out questioning them) to allow the software to elaborate on the limitations and potential cultural insensitivities that may be contained in the response.

Explore the issue of AI bias in cultural representation. Learn how AI models can perpetuate and amplify biases, especially for underrepresented cultures.

Your Favorite AI Software Is Giving You Biased Content About Latin America

It's been <a href="https://www.theverge.com/2016/2/24/11104394/uber-motorcycle-service-bangkok-ubermoto">nearly a decade</a> since the launch of Uber's motorcycle service, Uber Moto, in Thailand (Toor, 2016). That's right - Uber offers motorcycle rides for a fraction of the price of car rides. While this may come as a surprise to the average United States consumer, who is unaware of this offering, the service has become wildly popular in markets where motorcycles are more prominent means of transportation. <a href="https://tecnoblog.net/noticias/uber-moto-chega-a-20-cidades-e-paga-ate-r-1-000-para-atrair-motociclistas/">In recent years</a> (Santa Rosa, 2022), Uber Moto expanded to Latin America, <a href="https://latinaer.springeropen.com/articles/10.1186/s40503-019-0079-z">a region where motorcycles account for a significant portion of urban commutes</a> (Ya&ntilde;ez-Pagans et al., 2019).
Motorcycles are cheaper than cars, both to acquire and to maintain, which makes the vehicle more attractive in medium- to low-income nations. On top of that, reasons like saving time, avoiding traffic congestion, and reduced fuel costs<a href="https://www.researchgate.net/publication/301821171_Motivations_for_motorcycle_use_for_Urban_travel_in_Latin_America_A_qualitative_study"> contribute significantly to the prevalence of motorcycles in LATAM</a> (Hagen et al., 2016).
Latin America's motorcycle taxi market, known as "mototaxis" in many regions, has, for some time, been affected by regulatory hurdles. While the growth potential is undeniable - attested to by the recent&nbsp;<a href="https://tecnoblog.net/noticias/uber-moto-chega-a-20-cidades-e-paga-ate-r-1-000-para-atrair-motociclistas/">boom of Uber Motos</a> (Santa Rosa, 2022) - navigating the continent's diverse legal landscape requires a nuanced and careful approach.
<h2 class="p1">Moto Market Potential: An Agile Solution for Packed Cities</h2>
Latin America presents a fertile ground for motorcycle taxis. Urban congestion is a dreaded issue in major cities, and mototaxis offer a faster, more affordable alternative to traditional cars and ride-sharing services. They have historically solved multiple urban commuter pain points beyond just affordability and skipping heavy traffic: in some densely populated neighborhoods with steep hills and narrow streets, where access by car is limited, they are often the only way to get in and out.
[related-article title="The Asian-Pacific Rise of the Gig Economy and Market Research" url="https://www.greenbook.org/insights/focus-on-apac/the-asian-pacific-rise-of-the-gig-economy-and-market-research"]
The agility and practicality of motorcycles can often be at the expense of personal safety: <a href="https://agenciabrasil.ebc.com.br/en/geral/noticia/2015-09/motorcycles-already-leading-cause-accidents-brazil">motorcycles are the leading cause of traffic accidents in some LATAM countries</a> (Platonow, 2015), and the victims are often the riders themselves. This is amplified by divergent traffic etiquettes, and motorcyclists infamously <a href="https://g1.globo.com/rj/rio-de-janeiro/noticia/2023/11/10/sem-fiscalizacao-motociclistas-cometem-diversas-irregularidades-no-transito-no-rio.ghtml">partake in risky driving</a> (Monteiro, 2023) behaviors in the region.
While&nbsp;<a href="https://www.injurylawyers.com/blog/what-states-is-lane-splitting-legal-in-the-us/">in some US states lane splitting is illegal</a> (Steinger, 2022), and at least controversial in many others, it's commonplace in multiple Latin American countries - and often tolerated even when it is barred by the law. One American LinkedIn user remembered his first time trying mototaxi services in Brazil, and <a href="https://www.linkedin.com/posts/ryanhamiltonclark_hes-my-brazilian-mentor-but-even-he-doesnt-activity-7167181748101971970-RSc9/?utm_source=share&amp;utm_medium=member_desktop">described</a> the precaution-free experience: "Basically get on the back of a dudes motocross-style bike, hold onto the back handles, and hope for the best.&rdquo;
Still, the vehicle is an extremely common option. In more motorcycle-heavy countries like Brazil, <a href="https://g1.globo.com/carros/noticia/2024/01/06/1-em-cada-3-cidades-tem-mais-motos-que-carros-infografico-mostra-a-situacao-na-sua.ghtml">1 out of every 3 municipalities has more motorcycles than cars</a> (Croquer, 2024), a phenomenon that is especially common in smaller cities and rural towns.
<h2 class="p1">The Arrival and Success of Uber Moto</h2>
The mototaxi market has historically been, at large, <a href="https://repositorio.cuc.edu.co/handle/11323/2835">an informal one</a> (Castillo Osorio, 2010). Noticing this, Uber seized the opportunity to launch their already successful project. Uber started a phased rollout in the continent, piloting Uber Moto in a small number of cities in <a href="https://www.uber.com/pt-BR/newsroom/uber-moto/">Brazil</a> and <a href="https://www.launion.com.mx/morelos/sociedad/noticias/172332-uber-moto-llega-a-cuernavaca.html">Mexico</a> in 2020, slowly expanding to larger markets in the subsequent years: <a href="https://www.elsoldesinaloa.com.mx/local/uber-en-moto-llega-a-culiacan-y-mazatlan-7871986.html">growing across Mexico in 2022</a>, and only arriving in <a href="https://g1.globo.com/rj/rio-de-janeiro/noticia/2023/01/05/uber-moto-chega-ao-rio-de-janeiro-e-a-sao-paulo.ghtml">major Brazilian cities like Rio and S&atilde;o Paulo in 2023</a>.
The service is currently operating in&nbsp;<a href="https://restofworld.org/2022/motorcycle-taxis-legal-latin-america-uber-moto-picap/">multiple other countries</a> in the area, including Guatemala, Paraguay, El Salvador, Bolivia, and the Dominican Republic (Ormedod &amp; Dib, 2022). As local regulations vary, however, so does Uber's approach to Moto: while some local websites <a href="https://www.uber.com/gt/es/drive/requirements/">openly advertise the service</a>, <a href="https://www.uber.com/py/es/drive/requirements/">others do not</a>.
The novelty quickly became the norm, and the service's lower fees, agility, and familiar "mototaxi" face were so attractive that, regardless of government bans, it quickly became a fan favorite. Uber Moto's effect went as far as to bring the mototaxi option to audiences that wouldn't previously opt for motorcycle rides. An example of this is Paolla Oliveira, an A-list Brazilian actress who recently <a href="https://www.correiobraziliense.com.br/colunistas/mariana-morais/2024/04/6832735-paolla-oliveira-revela-momento-iconico-em-corrida-por-aplicativo.html">went viral</a> on a popular podcast by telling a story of how she got an Uber driver to switch from car to motorcycle to beat traffic and get her to an airport in time.
Uber Moto also brought another unexpected advantage to underrepresented audiences. In a region where urban violence is prevalent, some women reported <a href="https://restofworld.org/2022/motorcycle-taxis-legal-latin-america-uber-moto-picap/">feeling safer in a motorcycle app ride than a car app ride</a>, as they feel as though they are at the mercy of the driver in a car, and there is little they can do to get people's attention and leave the ride if they find themselves in a dangerous situation (Ormedod &amp; Dib, 2022).
<a href="https://mobilidade.estadao.com.br/mobilidade-para-que/mulheres-sao-as-que-mais-utilizam-o-99moto-no-brasil/">The same opinion is shared by female users of 99Moto</a> (Grecco, 2024), a brazilian ride-sharing company that operates similarly to Uber and that followed in its footsteps in offering mototaxi options. According to the report, women currently make up the majority of the user base for 99Moto.
<h2 class="p1">Navigating Local Regulation</h2>
Despite the success, Uber's expansion hasn't been completely smooth. Motorcycle taxi regulations vary widely across Latin America. In some countries, mototaxis operate in a legal gray area, while others have outright bans. As an example, the launch of Uber Moto in S&atilde;o Paulo and Rio de Janeiro&nbsp;<a href="https://www.uol.com.br/carros/noticias/redacao/2023/02/24/mototaxi-de-uber-e-proibido-por-prefeituras-e-servico-vira-disputa-judicial.htm">faced immediate pushback from city authorities who had previously prohibited motorcycle taxis</a> (Costa, 2023), although the street service continued to happen informally.
According to a&nbsp;<a href="https://restofworld.org/2022/motorcycle-taxis-legal-latin-america-uber-moto-picap/">report by Rest Of World</a>, as long as legal gray areas exist, services like Uber Moto will continue to expand mototaxi offerings in the region (Ormedod &amp; Dib, 2022). The same report stated that public demand for the service has become so great that Picap, another Uber-like company that offers mototaxi rides, resumed operations in Mexico even after being <a href="https://elcomercio.pe/lima/fundadores-del-aplicativo-picap-sabemos-que-hemos-cometido-pecados-notepases-noticia/?ref=ecr#google_vignette">banned</a> from multiple other countries due to local laws (Colchado, 2019).
The increased risk of motorcycle riding also transfers to Uber Moto and similar apps: accidents involving app motorcycle rides happen once a week on average <a href="https://www.itatiaia.com.br/editorias/cidades/2023/03/30/exclusivo-uber-e-99-moto-tem-media-de-um-acidente-por-semana-na-grande-bh">in some capitals</a> (Menezes &amp; Avila, 2023), often resulting in <a href="https://g1.globo.com/mg/minas-gerais/noticia/2023/11/30/passageira-de-moto-de-aplicativo-morre-atropelada-por-onibus-em-belo-horizonte.ghtml">fatalities</a>. This type of risk increases the pressure on companies like Uber to cease operations in areas where mototaxi is not officially permitted and forces authorities to enforce bans.
Some of Uber's strategies to navigate these complexities have revolved around requiring actions from drivers. Among its safety requirements are demanding that all Moto drivers offer helmets, and also that the equipment is sanitized between rides.
However, the company also opted for direct user support in different ways: beyond just requiring that drivers take necessary precautions to ensure passenger safety, Uber also&nbsp;<a href="https://www.uber.com/pt-BR/blog/seguro-para-passageiros-e-motoristas-parceiros-na-plataforma-da-uber-no-brasil/">offers insurance in case of accidents</a>.
<h2 class="p1">Other challenges and final thoughts</h2>
Local regulations haven't been the only hurdles with Uber moto. The low fees and relaxed rules around mototaxis carried over into Uber Moto, and the platform has observed what some people call &ldquo;Uberization&rdquo; (Soares, 2023): Uber car drivers in some places in LATAM watched a significant decrease in revenue with the launch of Uber Moto, and have struggled to make ends meet, generating dissatisfaction.
In summary, Uber's journey into the Latin American mototaxi market has been bumpy but promising. Navigating the complex legal landscape while adapting offerings to local needs and unexpected demands is vital to success. As the landscape continues to evolve, companies like Uber, that strategically navigate regulatory challenges, will likely continue to redefine urban mobility and accessibility across Latin America.

Explore Uber's growth into the LATAM mototaxi market, analyzing their effective strategies and obstacles faced in tailoring a global service to local demands.

How Uber Is Using Motorcycles To Navigate Across LATAM

Latin America, like the rest of the world, faces a growing challenge: waste management. Rapid urbanization and economic development have led to an increase in the generation of solid waste, straining common disposal methods. However, within this challenge lies an opportunity &ndash; a much-needed push for modern recycling and other waste management solutions, not only dealing with waste in better ways but transforming it into valuable resources.
The entirety of Latin America only generates about half as much waste as the Europe and Central Asia region, and the average Latin American citizen makes less than half of the daily trash someone from the United States or Canada does - still, the region creates over 200 million tons of municipal solid waste annually, with a projected increase of more than 20% by 2030. On top of that, Latin America is the region that recycles the least out of any other in the world, and more than 68% of its waste goes to landfills - a proportion also higher than any other region (Kaza et al., 2018).
Because of that, landfills are overflowing, and informal waste management practices like waste picking (i.e., the practice of sorting, removing, cleaning, recycling, and/or selling waste to make a living) remain prevalent, and while they may provide a livelihood for many people going through poverty and hardship, it raises concerns about safety and the potential environmental impact.
<h2 class="p2">Innovation Across LATAM metropolises</h2>
Bogot&aacute;, Colombia: Waste pickers are the reason many cities in medium-to-low income regions aren't completely soiled with garbage (<a href="https://www.wiego.org/blog/colombia-global-model-inclusive-recycling-under-threat">Parra, 2019</a>). Still, in their majority, pickers lack basic safety equipment and work in hazardous conditions, exposed to sharp objects, toxic materials, and disease.
[related-article title="The Business Case for Sustainability: Attracting Customers and Engaging Employees" url="https://www.greenbook.org/insights/research-methodologies/the-business-case-for-sustainability-attracting-customers-and-engaging-employees"]
An investigation by an Argentinian news outlet covering news in Bogot&aacute; highlighted incidents where pickers suffered cuts, severe chemical burns, exposure to diseases, and in some cases, even amputations (<a href="https://www.infobae.com/colombia/2023/06/12/recicladores-de-bogota-en-riesgo-estudio-muestra-que-al-menos-110-trabajadores-se-lesionan-diariamente/">Pardo, 2023</a>). These types of incidents, although awful, are far from uncommon. While there is still a long way to go to ensure the safety, dignity, and fair treatment of waste pickers across Latin America, Bogot&aacute; is making progress.
After strong pushes from Colombia's Waste Picker Association, the capital invested in an integration program that has developed over the past decade. The program formalized the waste-picking sector, providing training, equipment, and benefits. In its first 3 years, the program had already helped almost 1 in every 5 waste pickers identified in the census. Still, Colombia has a long way to go until pickers perceive their treatment as fair (<a href="https://www.wiego.org/sites/default/files/publications/files/IEMS-Bogota-Waste-Pickers-Executive-Summary.pdf">IEMS, no date</a>).
S&atilde;o Paulo, Brazil: Solid waste is not the only kind of waste to be concerned about. There is also waste in the form of air pollution. S&atilde;o Paulo is one of the major cities in Latin America and positions itself as a leader in circular economy strategies and waste-to-energy solutions. Its landfill gas capture projects convert methane, a potent greenhouse gas, into electricity, which powers multiple homes and businesses (<a href="https://www.sciencedirect.com/science/article/pii/S0197397523002503?via=ihub">Paes, 2024</a>).
In the realm of solid waste, the city set up composting sites citywide to manage over 130 yearly tons of organic waste, including vegetable waste from markets, and urban plant pruning. The organic waste is then turned into compost - in 2022 alone, the city produced 1,400 tons of compost. This compost was utilized as fertilizer for multiple uses, and it was estimated to have saved over 7 million liters of petrol. (<a href="https://www.c40.org/networks/sustainable-waste-systems-network/#:~:text=S%25C3%25A3o%2520Paulo%252C%2520Brazil,producing%25201%252C400%2520tonnes%2520of%2520compost.">C40 Cities, no date)</a>.
<h2 class="p2">Why Latin America is a Viable Market</h2>
These stories highlight how the attitudinal shift around sustainability we've seen happen globally over the last decade has played out in Latin America. Governments are enacting progressive policies that incentivize recycling and hold polluters accountable. Businesses are also recognizing the value of a circular economy, and are investing in recycling infrastructure and developing innovative products from recycled materials.
Demand for Sustainable Solutions: As environmental consciousness rises across the globe and within the region, governments and companies are increasingly seeking sustainable practices. Latin America's focus on innovative recycling solutions positions it as a fertile ground for green technologies and partnerships.
Unexplored Potential: Despite the progress highlighted in this article, a significant portion of waste in Latin America remains uncollected or improperly disposed of. This presents a vast market for companies offering efficient collection systems, sorting technologies, and recycling infrastructure, or research agencies looking to help them do so.
Growing Government Support: Governments across the region have started to actively promote sustainable waste management practices. Incentives like tax breaks and subsidies create a favorable environment for businesses to invest in this sector in the region.
By embracing innovation and capitalizing on the growing demand for <a href="https://www.greenbook.org/insights/tags/sustainability" target="_blank" rel="noopener">sustainable solutions</a>, Latin America is not only tackling its significant waste problem but also positioning itself as an important player in the global shift towards a more responsible future.

Discover how Latin America is transitioning towards a more resource-efficient region. Explore emerging solutions and investment opportunities in this article.

Latin American Cities Are Finding Innovative Recycling Solutions

Latin America hosts intricate geopolitical relationships between its nations. Although part of the same group, Latin American countries have different cultures, economies, and political systems, and in many cases, different relationships with other countries both outside and within the region.
Over the last century, the territory as a whole experienced turmoil, from poverty to authoritarian regimes, but it also saw rapid growth and change. Despite all that shared history, there are still disparities. After all, the physical distance between Venezuela and Uruguay is larger than the one between Germany and Nigeria.
This variety of experiences impacts countries differently across the area and creates opportunities and challenges that influence their social, economic, and political dimensions today. In this article, we lay out a brief overview of the current ties between countries in Latin America, taking the first step into understanding the complex net of relationships within <a href="https://www.greenbook.org/insights/latam" target="_blank" rel="noopener">LATAM</a>.
<h2 class="p3">The History of Ties Between LATAM Countries</h2>
Over the course of history in the Americas, social ties between countries have been shaped by a mix of cultural influences, economic movements, and politics. The strenuous process of colonization left a legacy in the region that set up hierarchical structures, which stayed in place even after the multiple independence movements that happened over the 19th century.
Because the histories of revolution and decolonization of the countries we know today are so deeply intertwined (and very different from how things happened in North America), understanding that there is overlap in the emergence of these nations is crucial to comprehending how they interact today.
For example, the single territory of the former country known as <a href="https://www.britannica.com/place/Gran-Colombia">Great Colombia</a> in the late 1810s gradually gave origin to Ecuador, Venezuela, and Colombia by 1830. Between the mid and late 1800s, Argentina and Chile almost doubled in size, while Paraguay was almost completely annexed (70%) after suffering through a <a href="https://www.britannica.com/event/War-of-the-Triple-Alliance">war</a> against Brazil, Argentina, and Uruguay. The country then went on to engulf a small part of Bolivia&rsquo;s territory after <a href="https://kids.britannica.com/students/article/Chaco-War/273584">another war</a> in the 1930s.
Despite the previous examples, since its independence, the region has been largely free of destructive conflicts between its nations, at least when compared to areas like Europe. <a href="http://www.columbia.edu/itc/journalism/stille/Politics%2520Fall%25202007/Readings%2520--%2520Weeks%25201-5/Centeno%2520--%2520Blood%2520and%2520Debt%2520-Latin%2520American%2520state.pdf">The continent, both internally and globally, is seen as a community that, as a unity, stands above the individual nation-states</a> (Caetano, 2002), and the republics that compose it tend to consider themselves as sister republics.
The social differences found in Latin America are closely tied to the previously mentioned onset hierarchy and a legacy of colonization. The gulf between social and ethnic groups within countries is, and has historically been, greater than the differences between these groups across country borders. (Caetano, 2002).
Even so, post-independence, there were periods of political unrest and divergent ideologies, especially across the 20th century. Economic and social gaps persist, leading to migration and other challenges. Despite these, Latin American nations work on internal alliances through economic blocs to address common concerns and push each other forward.
<h2 class="p3">Current Political and Economical Collaborations</h2>
<h3 class="p3">Mercosur/Mercosul:</h3>
Starting from the southern end of the Americas, <a href="https://www.mercosur.int/">Mercosur</a> (or Mercosul, in Portuguese), whose name is an abbreviation of &ldquo;common market of the South,&rdquo; functions as a political and economic bloc with roots forming in 1977, born from agreements between Brazil and Argentina while both were still under military regimes.
Currently, it&rsquo;s comprised of Argentina, Brazil, Paraguay, Uruguay, and most recently, Bolivia, an addition&nbsp;<a href="https://www.reuters.com/world/americas/bolivia-gets-green-light-full-mercosur-membership-2023-11-29/">formally announced in 2023</a> after an eight-year-long process. Mercosur plays a crucial role in regional integration, and its objectives are to offer the free circulation of goods, services, capital, and labor, the coordination of economic policies between its countries, the creation of a customs union, and the establishment of a common external tariff (a common tariff on imports of goods from countries outside the bloc).
<a href="https://www.cfr.org/backgrounder/mercosur-south-americas-fractious-trade-bloc">Trade within Mercosur reached approximately $41 billion USD in 2021</a>, emphasizing the economic importance of this alliance. Beyond just the economic impacts, this political alliance helps its member countries in other ways. Citizens of Mercosur are granted special rights within the bloc, and they can transit more easily within the alliance (e.g., not needing a passport to travel by air to other member countries) and have easier access to residency, work, and social services in other countries from the bloc.
<h3 class="p3">Pacific Alliance:</h3>
On the western portion of the continent lies the Pacific Alliance, formed in 2011 by Chile, Colombia, Mexico, and Peru. This economic integration works in a similar way to Mercosur when it comes to its economic objectives and aims to foster trade and investment among member countries, promoting joint efforts for development.
According to the Pacific Alliance website,&nbsp;<a href="https://alianzapacifico.net/en/">intra-alliance exports increased by 60% between 2011 and 2019</a>, reflecting the positive impact of this regional partnership on the economy. While Mercosur focuses on regional development and economic integration, the Alliance puts an emphasis on a trade liberalization approach, looking to promote competitiveness and innovation, and it doesn&rsquo;t focus on social and political ties when compared to the Southern bloc.
Both alliances have their own individual ties with external groups like the European Union and work independently to negotiate political and economic agreements with them. The Pacific Alliance and the EU have an established relationship and a number of shared interests, including trade, investment, and sustainable development.
The Pacific Alliance is also a member of the CELAC (Community of Latin American and Caribbean States), which&nbsp;<a href="https://research-and-innovation.ec.europa.eu/strategy/strategy-2020-2024/europe-world/international-cooperation/regional-dialogues-and-international-organisations/latin-america-and-caribbean_en">has a formal dialogue put in place with the EU</a>. Mercosur and the EU have an even longer history of cooperation, but their relationships aren&rsquo;t as solidified as the Pacific
Alliance and EU ties. Regardless, both groups have established an FTA (Free Trade Agreement) with the EU. Some institutions believe that commercial ties between the EU and Mercosur&nbsp;<a href="https://www.cnnbrasil.com.br/economia/acordo-entre-mercosul-e-ue-pode-abrir-us-100-bilhoes-em-oportunidades-de-mercado-mostra-estudo-da-apex/%255D">could open up $100 billion USD worth of market opportunities</a>.
It&rsquo;s worth mentioning that a year after the creation of the Pacific Alliance, Mexico joined the MNT-FTA (Mexico-Northern Triangle Free Trade Agreement), another alliance years in the making, to foster economic cooperation between Mexico and the Northern Triangle countries (El Salvador, Guatemala, and Honduras). This agreement increased trade and job opportunities and <a href="http://www.sice.oas.org/tpd/mex_norte/Studies/Review2013_GTM_MEX_s.pdf">contributed to regional development</a>.
<h2 class="p3">A Quick Note on the Ongoing Venezuelan Crisis</h2>
<h3 class="p3">Venezuelan Crisis and Migration:</h3>
The current political crisis in Venezuela has strained relationships within the region. The divergence in political stances from other countries in regard to the Venezuelan government has created a complex diplomatic scenario, leading to increased migration from the area, economic disruptions, and challenges in regional cooperation.
According to the United Nations High Commissioner for Refugees (UNHCR),&nbsp;<a href="https://data.unhcr.org/en/situations/vensit">Colombia is currently the country with the most Venezuelan refugees in the world</a>, hosting about 1.9 million Venezuelans. This is a reverse process to what happened between the 1960s and 1970s, when 5% of the Colombian population migrated to Venezuela, seeking the good economic prospects the country offered at the time.
<h2 class="p3">Conclusion</h2>
The geopolitical relationships between countries in Latin America are complex and go back centuries. Contemporary examples such as the Pacific Alliance and Mercosur showcase successful regional initiatives that serve slightly different objectives but ultimately drive regional integration and economic growth.
At the same time, challenges like social unrest highlight the elaborate political relationships of the region. As businesses engage with this dynamic reality, understanding these trade agreements and the dynamics behind them is imperative.

Explore LATAM's intricate history and diverse social ties. Discover how modern collaborations and political alliances address economic and social objectives. 

The Ties Between Countries In Latin America

Sexual and gender minorities in Latin America <a href="https://bmcinthealthhumrights.biomedcentral.com/articles/10.1186/s12914-019-0217-3" target="_blank" rel="noopener">have historically experienced fewer legal protections than their heterosexual, gender-normative counterparts</a> (Malta et. al., 2019). To date, in most Latin American countries, they have also received considerably less support than the LGBTQ+ community in some other regions of the world.
While there has been progress in recent years, we must acknowledge that not all countries in Latin America are at the same stage when it comes to LGBTQ+ rights, nor do they all share the same level of acceptance towards those populations.&nbsp;
The limitations and opportunities for the <a href="https://www.greenbook.org/insights/research-methodologies/the-case-for-corporate-courage-how-brands-can-be-an-ally-to-the-lgbtq-community" target="_blank" rel="noopener">LGBTQ+ community</a> vary significantly from one country to another. This landscape affects public discourse, and consequently, determines what companies tend to talk about.
As an example, in most LATAM countries, there are currently very limited marketing initiatives catering to these minorities. Most of them only happen during June (pride month in most parts of the world). So, is there space to talk about the LGBTQ+ in LATAM? Is it a niche that&rsquo;s ready to be explored, or is this a subject that&rsquo;s still too sensitive to touch on in the region?&nbsp;
<h2>The Current Landscape of LGBTQ+ Rights Across LATAM Countries</h2>
As we said before - and we can&rsquo;t stress this enough - the current state of LGBTQ+ rights is incredibly varied across Latin America. According to the <a href="https://www.ipsos.com/en-us" target="_blank" rel="noopener">2023 Ipsos global report on LGBTQ+ Pride, Brazil</a> has the highest concentration (15%) of LGBTQ+ adults of any other country in the world, staying way ahead of the 9% average, while Peru has the lowest (4%).
Argentina leads the Americas on same-sex marriage acceptance (70%), ahead of Canada and the U.S. On the other end of the spectrum, Latin American countries occupy 5 out of the top 6 positions of perceived transgender discrimination on the global list.
&nbsp;Beyond just the social climate, however, the actual legislation around the LGBTQ+ community in LATAM has to be analyzed. While the decriminalization of sexual activity between consenting adults of the same sex has happened in <a href="https://www.statista.com/statistics/1021330/being-lgbti-legal-latin-america-caribbean/" target="_blank" rel="noopener">all countries in the region</a> (Statista, 2023), it's crucial to recognize that legality doesn't equate to acceptance.
Regardless of the privileged position some LATAM countries occupy when it comes to social acceptance, as we previously highlighted, opposition and disapproval still persist in several countries due to various factors, with religion being a primary one.&nbsp;
Only a select number of countries recognize same-sex civil unions: Argentina, Brazil, Bolivia, Chile, Costa Rica, Colombia, Cuba, Ecuador, Martinique, Puerto Rico, Saint Barth&eacute;lemy, Saint Martin, French Guiana, Uruguay, and Peru.
The approximately 12 remaining Latin American nations do not acknowledge same-sex civil unions of any kind. It&rsquo;s also important to remember that marriage and civil union are different things. While these countries may recognize same-sex civil unions, many do not recognize same-sex marriage.&nbsp;
Just 15 out of the 26 Latin American countries have legalized same-sex marriage to date. Adding to the complexity of the situation, the existence of <a href="https://www.wilsoncenter.org/blog-post/state-lgbtq-rights-latin-america-0" target="_blank" rel="noopener">constitutional bans</a> in certain countries not only denies the LGBTQ+ community this fundamental civil right, but it also leaves them exposed to heightened vulnerability (Farrell, 2021).
That&rsquo;s because denying marriage rights to same-sex couples perpetuates social and economic inequalities by withholding essential benefits such as healthcare and tax advantages, inheritance rights, and the right to adopt children.&nbsp;
Amidst these legal challenges, however, many countries in Latin America have taken proactive steps to ensure legal protection for the LGBTQ+ community by passing anti-discrimination laws and incorporating clauses regarding gender identity and sexual orientation into their constitutions. These legal measures provide a crucial layer of protection for sexual and gender minorities, somewhat contributing to a more inclusive and tolerant environment.&nbsp;
<h2>Pink Money In LATAM: Use It, but Use It Right</h2>
When brands consider approaching new audiences with any subject in mind, they must consider the social and political environment that surrounds that population. Naturally, the same holds true when it comes to topics that can potentially be inflammatory.
A company, domestic or foreign, must carefully assess if it&rsquo;s safe to explore a given matter, and what the most sensible way to do so is. On the other hand, challenges can almost always be framed as opportunities - and in a region where certain discussions are scarce, speaking out for marginalized groups can be a big differentiator.
In many parts of the world, the term <a href="https://nickwolny.com/what-is-pink-money" target="_blank" rel="noopener">&ldquo;pink money&rdquo;</a> describes the purchasing power of the LGBTQ+ community (Wolny, 2023). It covers the nuances of consumer behavior in this demographic, assessing the economic impact the community has on the general market.
The term is often confused with&nbsp;<a href="https://nickwolny.com/what-is-pink-money" target="_blank" rel="noopener">pinkwashing (or rainbow washing)</a>, which is used to describe brands purposefully advertising towards queer populations in a superficial, often disingenuous way, such as slapping rainbow colors on the company logo during pride month and leaving it at that - or worse, doing so while funding anti-LGBTQ+ parties or policies.
The latter is a known phenomenon, but still, in the U.S.,&nbsp;<a href="https://www.insiderintelligence.com/content/lgbtq-consumers-value-brand-support-beyond-pride-month" target="_blank" rel="noopener">LGBTQ+ audiences are more likely to support a brand that openly represent causes they believe in </a>(Petrock, 2021). In Latin America, brand loyalty isn&rsquo;t as easy to achieve. People tend to look at companies more like companies and less like integral parts of their social world, compared to the U.S. Though, this doesn&rsquo;t mean what a brand says and does gets ignored.
We spoke to people from different backgrounds (both in-person and in online forums) to open up the conversation about how they would feel seeing brands openly advertise towards LGBTQ+ demographics in their country.
Upfront, skepticism is high - some have never seen pink money marketing, and think that they would question its sincerity if they did. Others fear that brands that did it would suffer boycotts from conservative and religious populations. Many dislike the thought of a foreign company coming in and profiting off of a local marginalized group (without offering much back).
People also note that, when there is advertising (usually in countries where the state of LGBTQ+ rights is more advanced), it&rsquo;s often marketed towards white audiences, missing a big section of the people that make up those marginalized groups.
In spite of all of that, there&rsquo;s a prevailing sentiment that talking about a subject forces it into the public eye. Even if the visibility promoted by brands is seen as superficial, most still value the fact that it puts these conversations under the spotlight.
They may not believe brands actually care about them, but as long as they don&rsquo;t feel like they&rsquo;re being shamelessly exploited, people (LGBTQ+ or not) want the societal benefits that come from companies bringing up those topics. To them, normalizing diversity beats normalizing discrimination. So, even if they don&rsquo;t think marketing is &ldquo;real support,&rdquo; some still believe it&rsquo;s time brands start showing where they stand when advertising in LATAM.
<h2>In Summary: What to Do</h2>
The LGBTQ+ market in LATAM is largely untouched. For brands, there&rsquo;s opportunity to connect with a section of the population that&rsquo;s underrepresented and that, in many cases, may be waiting to be seen. When considering taking this route, companies should put their efforts into building trust by demonstrating cultural understanding, researching what the climate and legislation around those topics are in the country of interest, and feature people and issues that directly speak to that population.
Hiring local advisors that are in touch with the LGBTQ+ community is a good strategy for receiving up-to-date, relevant insights into how to penetrate this mostly unexplored market. Furthermore, brands should, just in case, be prepared for some backlash, and assess those risks prior to any action.
<h2>In Summary: What to Avoid</h2>
Just like they should anywhere else, brands and professionals looking to advertise to LGBTQ+ populations in LATAM should avoid inauthenticity at all costs - it can be spotted from a mile away. Latin American consumers are just as sensitive (if not more, in some cases) to being treated like an expendable resource.
Brands need to be aware of that, and work around it by trying to genuinely connect with their audience. One cannot assume that the same strategies used in the U.S. or Europe will apply. By getting to know your audience, you can also avoid accidentally inflammatory approaches, which would risk spoiling the opportunity that lies in exploring this market.

Promote positive societal change and reach a diverse audience by incorporating LGBTQ+ themes in your LATAM marketing strategy.

Pink Money: Why You Should Advertise to LGBTQ+ People in LATAM

In an increasingly digital world, the way that money is handled continues to shift. More and more, digital payments have become the go-to for companies and individuals - and this isn&rsquo;t just the case for strictly online purchases, either. Physical services have also become reliant upon mobile technologies, and people expect to be able to handle anything financial through their phones if they wish to do so.
In Latin America, the situation is no different. Over the past decade, the fintech industry has continuously evolved, creating innovation and change in the financial sector, drastically reshaping the scenario around payments, lending, and services in the region.
In some places, <a href="https://g1.globo.com/economia/negocios/noticia/2023/07/26/nubank-passa-o-banco-do-brasil-em-numero-de-clientes-e-se-torna-o-4o-maior-do-brasil.ghtml">neobanks (tech companies that provide online banking services without brick-and-mortar branches) have superseded traditional banks that have been around for centuries</a>, account-to-account digital payment systems have surpassed cards and cash, and the list goes on. With each passing day, waiting in long lines at the bank to pay bills - a scene so familiar to generations of Latin Americans across multiple countries - is becoming less common and perhaps even less acceptable.
Institutions have now implemented strategies to allow for the rapid growth of technological services, getting people used to handling transactions within seconds and keeping everything that they need at the tip of their fingers. To stay up to date with this financial landscape in Latin America, brands and professionals must be familiar with these digital giants and be willing to incorporate them into their strategies when the situation calls for it.
<h2 class="p3">Instant payments and e-wallets</h2>
With the advent of COVID-19, the financial sector had to adapt to a world in which in-person transactions were no longer an easy option in LATAM, even if only temporarily. Quick solutions were urgently needed, and that reality forced the development of the digital payments scenario at the time, making way for new and groundbreaking platforms. Below, we highlight a few of the most notable digital payment methods in Latin America that were either created during the pandemic or <a href="https://labsnews.com/en/articles/business/instant-payments-peru-yape/">grew significantly</a> over that period - and are now some of the main entities in the sector.
<h2 class="p1">Brazil&rsquo;s Pix</h2>
Pix is an account-to-account payment scheme launched in 2020 by Brazil&rsquo;s central bank. <a href="https://www.bcb.gov.br/estabilidadefinanceira/pix">As reported by the bank</a>, it was created to be a more inclusive, faster, and safer transfer method. It also solved multiple issues Brazilians faced in the past when it came to paying account-to-account - from only being able to transfer money between 8 A.M. and 4 P.M. to needing to input the receiver&rsquo;s full bank information.
Pix solved all of that: transactions could now be made instantly and at any time using a QR code or, most popularly, a Pix key: which can be the user&rsquo;s phone number, email address, CPF (Natural Persons Register), or a personalized key.
Pix was an <a href="https://blog.ebanx.com/en/the-future-of-payments-in-latin-america-is-instant/">instant success</a>, and its boom was unprecedented. According to <a href="https://americasmi.com/insights/pix-stats-data-strategies-ecommerce/">reports</a> from AMI (Americas Market Intelligence), the tool is now used by 73% of the country&rsquo;s adult population (about 153 million users), making it the most widely used payment method in the country - surpassing credit and debit cards, cash, and <a href="https://www.rapyd.net/blog/what-is-boleto/">boleto payments</a> after less than 3 years of existence.
Just in 2021, over 9.5 billion transactions were processed - most of which were P2P (peer-to-peer). Still, in that year, peer-to-business transactions alone were responsible for moving the equivalent of 84 billion US dollars. By 2022, only two years after its debut,&nbsp;<a href="https://www.gov.br/pt-br/noticias/financas-impostos-e-gestao-publica/2022/11/pix-se-consolida-como-meio-de-pagamento-mais-usado-pelos-brasileiros">Pix had already moved a total of R$13 trillion reais</a> (close to $3 trillion US dollars at the most current conversion rate).
To a consumer, using Pix is a no-brainer. There is no third-party app needed, meaning they can pay and receive money directly from their bank accounts. It&rsquo;s highly trusted, easy to use, and available everywhere. <a href="https://www.imf.org/en/Publications/fintech-notes/Issues/2023/03/28/The-Rise-and-Impact-of-Fintech-in-Latin-America-531055">The average cost to merchants is also cheaper (Pix&rsquo;s fees are about 0.2 percent, versus 2.2% for credit cards)</a>, meaning consumers often get offered small discounts for using Pix as opposed to other payment methods. The majority of online stores in Brazil accept Pix, <a href="https://americasmi.com/insights/pix-stats-data-strategies-ecommerce/">and the tool is projected to capture a significant share of e-commerce payments in the coming years</a>.
<h2 class="p1">Peru&rsquo;s Yape:</h2>
While Brazil is the country with the highest banking penetration in Latin America, <a href="https://www.statista.com/statistics/1375171/digital-banking-penetration-latin-america/">Peru is on the other end of the spectrum</a>. That&rsquo;s one of the reasons that makes Yape, the country&rsquo;s most popular payment app, a notable mention. Yape was created in 2017 within BCP (Banco de Cr&eacute;dito del Per&uacute;), Peru&rsquo;s largest banking entity, as a way to make P2P transactions easier - however, <a href="https://www.casosexitosos.com/en/fintech/yape-caso-de-exito/%23:~:text=2.-,History%2520of%2520Yape,pandemic%2520by%2520the%2520Covid-19.">it has since become independent</a>.
Unlike Pix, which is a tool built into banking platforms, Yape is a private initiative, an external application that allows for easy, instant financial transactions between users using their phone&rsquo;s contact list or scanning a QR code.
One thing that sets Yape apart is that individuals <a href="https://www.casosexitosos.com/en/fintech/yape-caso-de-exito/%23:~:text=2.-,History%2520of%2520Yape,pandemic%2520by%2520the%2520Covid-19.">don&rsquo;t need a bank account to use the app</a> and send and receive money through it, making it an important asset to the segment of people that don&rsquo;t have access to a bank account - <a href="https://m.inei.gob.pe/prensa/noticias/el-535-de-la-poblacion-de-18-y-mas-anos-de-edad-tiene-alguna-cuenta-en-el-sistema-financiero-13904/">which is almost half of the country&rsquo;s population</a>.
With Yape, users can create an account using only an official ID, although linking the app to a card is still an option. With the pandemic,&nbsp;<a href="https://blog.ebanx.com/en/the-future-of-payments-in-latin-america-is-instant/">Yape&rsquo;s adoption rate grew seven times</a>, reaching over 6 million users.
<h2 class="p1">Argentina&rsquo;s MercadoPago:</h2>
MercadoPago is <a href="https://inclusivemoney.com/fintech/mercadopago">the largest network for online payments in LATAM</a>, working as an e-wallet. It was created by <a href="https://mercadolibre.com/">MercadoLibre</a> (a giant e-commerce marketplace) almost two decades ago as a payment platform, and it has since grown into a major piece in the fintech landscape.
Having been&nbsp;<a href="https://restofworld.org/2023/mercado-pago-argentina-venmo-investment/">compared to the US&rsquo; Venmo</a>, MercadoPago works on multiple platforms and makes it easy for individuals to complete transactions through options that vary from email to social networks. Nonetheless, it&rsquo;s not only used for P2P and P2B transactions - the product&rsquo;s capabilities <a href="https://www.fintechnexus.com/mercado-libre-fintech-revenue-rises-94/">range from digital transactions and e-wallet functionalities to investments and even cryptocurrency</a>.
MercadoPago has dealt with its fair share of hurdles when it comes to dealing with regulatory challenges; however, the platform is still <a href="https://www.insiderintelligence.com/content/financial-regulators-take-mercado-pago-back-earth-after-its-tear-through-latin-america">believed to be on track to becoming a fintech super app in LATAM</a>. Just in the first quarter of 2022, the total payment volume of the wallet was around <a href="https://iupana.com/2022/08/01/the-most-used-digital-wallets-in-latam/?lang=en">$25 billion USD</a>.
Finally, the financial sector in LATAM - from large tech companies to small mom and pops - is rapidly changing around the adoption of local digital payment solutions. These innovations are shaping the way transactions are conducted and what consumers expect from them.
Businesses and professionals that wish to do business in LATAM must adapt to this evolving landscape as the transition towards instant payments goes forward, settling in as a convenient scenario for the future of the region.

Explore the game-changing e-payment solutions revolutionizing LATAM's financial landscape with their efficient and innovative features.

The Changing Landscape of Digital Payments in LATAM

On Tuesday, September 26th, 2023 an investigation of Brazil&rsquo;s largest autonomous not-for-profit agricultural entity ended inconclusively. The Landless Rural Workers&rsquo; Movement (MST) is a prominent social movement of low-income farming families that export agricultural goods to countries like the USA, Germany, Spain, New Zealand, Norway, and Mexico.
MST has been under investigation since May after being accused of unlawful land occupation by its political opposers. In light of this scenario, we&rsquo;re taking a brief look at the MST&rsquo;s history and some of its impact on agriculture&rsquo;s political climate.
<h2>Agriculture in Latin America: A Geographic Context</h2>
The exact number of countries that are considered a part of Latin America may change depending on the criteria, but from Honduras to Chile, the region includes roughly 21 countries from North, Central, and South America, with vastly different cultural and geographical landscapes. When it comes to land, some countries stand out from the rest.
Brazil, the only Portuguese-speaking country in the region, occupies an interesting position: while the language barrier culturally isolates it from its Hispanic cousins, it is the country that shares the most land borders in the Americas, with 10 different neighbors. They occupy 47% of South America&rsquo;s land area, making them the fifth largest country in the world (about 86% as big as the USA, which takes fourth place on the list).
<blockquote>
As brands think about the politics and accessibility of food consumption in the country - or even consider breaking into its agriculture or food market - they must not only be familiar with the field - but also know the main players and what it means to work with them.
</blockquote>
Contrary to what some believe, not all that land is made up of rainforest (primarily occupied by native populations, small urban communities, or not populated at all). Over half of the country&rsquo;s land is made of different climates, including desert and prairie-like ecosystems. This rich landscape puts Brazil in a very strong position for agriculture.
Because of that, the South American giant has a leading agricultural sector and is a major global exporter of commodities like coffee (ranked #1 global producer for about a century), grains, and fruit. Brazil is also a global leader in the livestock industry and holds the title of the largest beef exporter worldwide by a wide margin.
<h2 class="p4">Conflict in the Field: The Tumultuous Sociopolitical Climate of Agriculture</h2>
While agriculture and livestock clearly represent significant contributors to the country&rsquo;s economy, not all is peaceful when it comes to how that production is handled. <a href="https://www.oxfam.org.br/publicacao/menos-de-1-das-propriedades-agricolas-e-dona-de-quase-metade-da-area-rural-brasileira/">Reports</a> from the Brazilian branch of Oxfam (Oxford Committee for Famine Relief) show that the top 1% of rural landowners own almost half of all productive land in the country.
Of that, a large portion is estimated to be unused (i.e., owned by a company that isn&rsquo;t farming on it); however, no available data indicates the exact percentage. In some instances, the arrival of agricultural corporations with large farming machinery coincides with the intensification of social inequality in those communities.
<img style="display: block; margin-left: auto; margin-right: auto;" src="https://greenbook-ent.directus.app/assets/77500fa5-3134-406c-a217-d3b724324718?width=640&amp;height=384" alt="Latin America's Agribusiness Landscape">Photo by: Cristiano Mariz. Location: Marias da Terra Settlement - Bras&iacute;lia
This disproportionate land ownership isn&rsquo;t recent news, and has historically triggered turmoil in the fields. In the 1980s, shortly after the end of the military dictatorship, a group of landless fieldworkers from across the country, motivated by the political climate of democratization at the time, got organized and created the MST: Movimento dos Trabalhadores Rurais Sem Terra (Landless Rural Workers&rsquo; Movement).
They had the goal of promoting land reform and redistribution in Brazil - which, unlike in the US, had not happened after the end of slavery in the late 19th century. Created as an autonomous movement (meaning it is not officially affiliated with any parties or organizations), the MST aims to occupy idle private lands with impoverished farmer families who work to produce food to feed themselves and export what is left.&nbsp;Over the last 40 years, the movement also began to include the promotion of agroecology (sustainable farming) in its objectives.
<h2 class="p4">The Friends and Foes of the MST</h2>
MST&rsquo;s history is controversial. Since its birth, the movement has been a pivot of armed conflicts in the countryside and made several political enemies. That includes former president Jair Bolsonaro, who promised to try and end the MST and called the movement a <a href="https://brasil.elpais.com/brasil/2018/12/13/politica/1544736443_496134.html">terrorist organization</a>.
They also receive animosity from Brazil&rsquo;s &ldquo;ruralist front,&rdquo; a large parliament section comprised of politicians affiliated with powerful agricultural businesses. On the other hand, they count on unofficial political alliances, including the current presidential administration.
Despite its troubled record, the MST has managed to retain relevancy in the country&rsquo;s economic landscape. Among their achievements is securing the spot of <a href="https://www.bbc.com/portuguese/brasil-39775504">largest non-pesticide rice producer in all of Latin America</a> - although the magnitude of that production is hardly comparable to the pesticide-containing counterpart. Still, its products are used to feed not only the working families themselves but also reach places from local public schools to European markets.
Although it&rsquo;s often seen with a dim view by many Brazilian agribusiness enterprises, the movement still keeps friendly ties with various organizations and cooperatives. In 2021,&nbsp;<a href="https://brasil.elpais.com/economia/2021-07-16/os-sem-terra-fincam-bandeira-no-mercado-de-capitais.html">they decided to break into the capital market</a> for the first time, <a href="https://g1.globo.com/economia/agronegocios/noticia/2021/09/16/cooperativas-do-mst-atingem-meta-de-captar-r-175-milhoes-no-mercado-financeiro-para-agricultura-familiar.ghtml">raising millions of dollars</a> from investors to revert back into the production of various goods like sugar, corn, dairy, grains, and coffee by small local farming communities.
Legitimate or not, this controversial movement continues to play a pivotal role in addressing issues of land inequality, food production, and sustainable farming - and all discourse around it - both locally and internationally. Despite facing criticism from various parties, the MST has remained a significant force in advocating for land reform and ecological practices over its history.
Finally, the recent inconclusive investigation into the MST occupation practices gives us an example of the complex political and financial landscape of agriculture in Latin America, particularly in Brazil. As brands think about the politics and accessibility of food consumption in the country - or even consider breaking into its agriculture or food market - they must not only be familiar with the field - but also know the main players and what it means to work with them.

Explore the transformative role of Brazil's Landless Workers' Movement in Latin American agribusiness, from social conflict to becoming a key producer of pesticide-free produce for global markets.

Landless Movement's Role in Latin American Agribusiness

To continue our series on the artificial intelligence landscape in <a href="https://www.greenbook.org/insights/tags/latin-america">Latin America</a>, as described by local experts, Ana Vanegas at Echo Market Research sat down with Paolo Miscia to discuss the current and future implications of AI in the region and in the world. Paolo is a legacy industry expert based in Bogotá, Colombia, with over 30 years of experience working in and understanding the intersection of marketing, technology, media, and research.
Paolo’s history with this industry is unique in the sense that, over the course of his career, he has worked in 5 different countries, giving him an in-depth understanding of how different areas may adapt to technology differently. Additionally, over the past thirty years, he was able to participate in the early development of the Internet as a professional working in tech, from Web 1.0 &#8211; the Web of information &#8211; to the current state of Web 3.0. Nowadays, he is the founder and CEO of Vertimedios, a new-generation technology consulting firm that focuses on helping people and companies approach the opportunities new technologies offer in the best possible way:
<blockquote>“This is my sole focus. I&#8217;m not a vendor, I don&#8217;t develop solutions, and I don&#8217;t sell implementation consulting. My effort is [aimed at] ensuring that, in terms of understanding the phenomena, the culture, and the potential for impact, we approach this with an open mind and move the first foot in the right direction.”</blockquote>
<h2>Latin America in the AI Revolution: A User, Not An Owner.</h2>
In order to think about what role LATAM plays in the world of AI and what these tools will mean to the region, we first need to break down what the process of <a href="https://www.greenbook.org/insights/researc-technology-restech/embracing-the-future-of-market-research-without-losing-sight-of-the-fundamentals">adapting to this new tech</a> looks like. In his explanation, he made a point to differentiate analytical AI &#8211; which has been around for over a decade and is a well-established technology &#8211; from generative AI, the tool that is said to change the game.
He broke down the process of how a community interacts with new technologies, from the early stage of adoption (accepting the establishment of the new process), to adaptation (embracing the technology and building upon it to thrive), to finally, the stage at which the technology operates autonomously as an agent.

 <div class="post-related-post">
 <h3>Related</h3>
 <h4><a href="https://www.greenbook.org/insights/the-prompt-ai/a-look-at-ai-in-latam-through-the-eyes-of-an-industry-expert">A Look at AI in LATAM Through the Eyes of an Industry Expert</a></h4>
 </div>
 
Because AI’s breakthrough to the general public happened less than a year ago, he believes that, as of now, Latin America is on equal footing when compared to the rest of the world. However, this sweet spot isn’t expected to last very long, and companies need to be ready to climb the hill of adaptation:
<blockquote>“We are at the stage where the differences are not yet so great, in the sense that we have access to the tools as they do in other regions. We are in the first stage that people and companies go through when faced with a new technology, which is adoption. We are adopting what is out there. We are experimenting. It is the [adaptation] stage where I feel that the differences will begin to be marked a little more.
This is where I feel that the big game is going to be played because it is no longer a matter of ‘Oh, how cool, it is possible to do a thousand things [with AI]?’ but of ‘Which of these thousand things are we going to entrust to an AI? With which contracts? With which protections? With which precautions?’ And that is the stage where we have to invest in so as not to be left behind.”</blockquote>
Still, before organizations are ready to move into the adaptation stage of AI integration, Latin America already has foundational challenges it is expected to face.
<blockquote>“Perhaps what impacts us most in structural terms in Latin America is the language because considering that a large part of the Internet is in English and that the amount of data available to train a large language model is a critical factor, it is obvious that those who operate in English have an advantage over those who operate in Spanish. Fortunately, Spanish is the second or third language of the Internet, so we are not doing badly either.&#8221;</blockquote>
Paolo also pointed out how the nature of the region’s relationship with this new tech is fundamentally different than other regions:
<blockquote>“We don&#8217;t own the core technology. So, we don&#8217;t have the chips, we don&#8217;t have the models, we don&#8217;t have the data centers, we don&#8217;t have the cloud infrastructure. Therefore, necessarily, we in Latin America will be users of a third-party technology and not owners of the technology itself&#8230;
But truth be told, this is a reality that has accompanied us since the beginning of the digital revolution. So, it’s not a novelty, but it is worth emphasizing that, again, we are neither owners nor do we have influence over the infrastructure. We are simply external users.”</blockquote>
<h2>AI in the Marketing and Advertising Industries: A Potential Hurdle.</h2>
We asked Paolo about his views on how AI will shape the industry, regardless of region. To him, from a business standpoint, the impact of AI will be positive and result in greater efficiency. From the point of view of an industry “made up of people,” however, the effects will only be accurately measured over time. Paolo expects to see a difficult adaptation period, where the elimination of existing job positions in the industry will be faster than the creation of new ones.
<blockquote>“Advertising is communication, communication is language. Until recently, language was the exclusive domain of human beings. Now, this is no longer the case. Machines speak, machines understand. The same thing is going to happen to the world of marketing that happened with the Industrial Revolution in the era of factory automation…
Machines could do much better than operators did. And when machines know how to do better than us in what we do today in marketing and advertising, which is to write, understand, find insights, and find creative paths, we will face a revolution. In other words, machines today can handle language, so in jobs where language is the central element, there will be a substitution of human talent for artificial talent.”</blockquote>
Even for businesses and professionals that succeed in adapting to these new processes, however, there is a reputational risk:
<blockquote>“The biggest risk for the marketing industry is that we end up being the bad guys. That is, we end up being the ones who exaggerated when using these new tools, crossed the line, and put into practice behaviors that, as a society, we are not proud of. If we go over that line, there’s a reputational cost to the advertising industry.”</blockquote>
To avoid damage, Paolo says the best approach the industry can take is caution through self-regulation. Because technology moves faster than legislation, the market needs to make a conscious decision to stay within reasonable boundaries when it comes to the extent to which it wants to exploit AI capabilities for advertising.
<blockquote>“There is no way for the laws to establish boundaries for us, we have to establish them ourselves. To me, this is the principle of alignment, which is to make sure that what you get with artificial intelligence is aligned with what we would like as a society.”</blockquote>
In conclusion, be it in LATAM or anywhere, Paolo encourages industries to embrace artificial intelligence. As long as creativity and human empathy remain core values for organizations everywhere, shaping the future of society can be in anyone’s hands.
<blockquote>“Be very open-minded because something good is going to come out of it. And we can all participate. We don&#8217;t know who&#8217;s going to steer a branch of artificial intelligence in the best possible direction. Maybe it&#8217;s you, maybe it&#8217;s me, maybe it&#8217;s someone who doesn&#8217;t consider themselves as important or as influential, but this stage is young&#8230; there&#8217;s room for everyone&#8217;s contribution to have a very big impact.”</blockquote>

With the evolving landscape of AI, businesses in Latin America must be ready to adapt or get behind. Paolo Miscia talks about implications of AI in the region.

Latin America in the Age of AI: Embracing Innovation with Paolo Miscia

Rafael Cespedes has been a partner of Greenbook for years. From crossing paths with Lenny Murphy to co-creating IIEX, his influence on the organization and the industry has been extensive. His trajectory adds up to over 30 years of experience in market research and insights and includes experiences with several different Latin American markets.
Rafa’s unique history makes his perspective on the evolution of market research in Latin America one of a kind. Apart from his accomplished professional life, Rafa is also a father of two who enjoys cycling, playing soccer, reading, and engaging in social activities, especially when he can give back to his community.
<h2>A brief story of Rafa, from local entrepreneur to Greenbook’s IIEX founding partner.</h2>
Rafa sat down with us and walked us through his steps, from being a local employee to entrepreneur to one of the main figures in the Lain American market research community.
Rafa: “I am a psychologist, that is, I am a human being first and foremost. I have been working in market research for a little over 30 years. I started in the qualitative area, working for the local companies that were in fashion at that time in Chile before the multinationals arrived. At the age of 30, I started life as an entrepreneur in market research.
My business partner and I developed some models that were very well received by the market, and we were invited to work across Latin America. We started working outside of Chile, and we developed mathematical demand estimation models for Coca-Cola, then Coca-Cola also invited us to work in other markets. And with Nestlé, we also developed a brand value program, which quickly expanded. That led us to open operations in different countries.

 <div class="post-related-post">
 <h3>Related</h3>
 <h4><a href="https://www.greenbook.org/insights/focus-on-latam/interview-with-joo-calixto-from-onthego-creating-agile-research-the-brazilian-way">Interview with João Calixto from OnTheGo: Creating Agile Research, The Brazilian Way</a></h4>
 </div>
 
Between 2000 and 2002 we had seven countries under our responsibility. Those were Chile, Peru, Bolivia, Ecuador, Colombia, Venezuela, Costa Rica, and an operation in Mexico. We sold that operation in 2008 to Sinovate. Sinovate did not last long in Latin America because it was acquired by Ipsos. After that, I retired from Sinovate, then Lenny Murphy appeared in my life, who is now in Greenbook.
We invited him to Chile to present at a conference when I was the president of the Chilean Association of Market Researchers, and we began to talk about innovation in Latin America. From there came the idea of setting up an innovation competition in Latin America. We went together to the United States to raise funds for this event, and what is now known as IIEX, the Insights Innovation Exchange, was born.
The first event we did in Sao Paulo was in 2013, the same year I founded Provokers here in Chile, the company with which I am working today. I stayed connected with Lenny, and during these last 10 years, we have collaborated on the different developments of IIEX in the region, in the United States, and in Europe. I am the representative of Greenbook in LATAM.”
<h2>Ten years of evolution in Latin America: what the last decade was like to the research industry</h2>
Thinking back to the past decade, Rafa has seen everything, from struggles to growth. He feels as though the market’s push for cheaper and faster results has made the industry turn its back to more critical approaches, which, to him, are extremely important. This focus on automation and cost reduction brought on a standardization of research practices that, although useful in many cases, should not be the only tool researchers have at hand.
Rafa: “The last ten years are marked by the pressure we had to do everything faster, cheaper, and better. This pressure was very strong in the first. In the first cycle of these ten years, stimulated the incorporation of technologies. This put pressure on Latin America. I believe that [Latin America] was not prepared to take on this challenge, and I believe that it did not impact us positively; that is a self-criticism that I have…. The pressure to automate everything and reduce costs made the industry lose value and research was becoming more standardized and losing a little bit of the consultant&#8217;s critical perspective. I feel that this is something that we lost ten years ago, and we must recover it.”
<div class="su-pullquote su-pullquote-align-right gb23-iiex-pullquote-01">&#8220;&#8230; qualitative research has been put back in value, to connect with reality through ethnographic techniques or through online communities, in a digital case&#8221; </div>
To further drive home the point of how the industry lost value, Rafa took examples from major companies like Coca-Cola, Pepsi, and Unilever, which have direct access to data, making them less reliable on research firms. Furthermore, there’s the issue of panels; once beneficial, they have now turned against us. That is because probabilistic research, where samples are randomly selected, has decreased, and stratified sampling on panels has become the norm.
With that, researchers can’t extrapolate data to the entire population. Still, the market research industry has become dependent on panels. To make matters worse, these panels are also extremely constrained in some Latin American countries. For instance, El Salvador struggles with having strong panels, leading to the need for old-fashioned telephone studies. However, he’s also seen an uptick in interesting methodologies that may give back to the industry some of its relevance:
Rafa: “I think that something very interesting has also happened in recent years, which is that qualitative research has been put back in value, to connect with reality through ethnographic techniques or through online communities, in a digital case. Accompanying people in their daily lives, observing their behaviors and learning from how they live&#8230; to be able to take our clients to connect with people, more than with what people say.”
<h2>Comparing countries: why some markets are more challenging than others</h2>
Our team asked Rafa if he sees some methodologies thriving more in certain markets than others.
Rafa: “Look, I would say that nowadays, the technologies and methodologies at the service of market research are available for any country. No matter how small it is, they can use them. The problem is economic access. A large company like Pollo Campero [from Guatemala] can access high-value research technologies and methodologies, online communities, they can bring high-level social network analysis, they can have passive information gathering systems because they have the economic resources.
<div class="su-pullquote su-pullquote-align-right gb23-iiex-pullquote-01">Data for data&#8217;s sake is no longer valid… automated systems allow us to know the rest of the Aristotelian questions. ‘What’ does it do, ‘When’ does it do it… but when you&#8217;re getting to the ‘Why’ or the ‘What for,’ you need to reconnect with the human being.</div>
But if you go to a country like Brazil, which is a very large country with a tremendous economy, there are industries and companies that do not have access to pay for high-level research. That is why I say that rather than saying that Latin America does not have access, it has more to do with differences within each of the countries.”
<h2>Human-centric research: going after the why</h2>
Rafa: “What happened to us is that, from automating so much data and even applying surveys with robots, we moved away from people. From a discourse of being consumer-centric, we realized that we had to go back to being human-centric. I think the big challenge we have is to bring the person back to the center of our client’s strategy. Data for data&#8217;s sake is no longer valid… automated systems allow us to know the rest of the Aristotelian questions. ‘What’ does it do, ‘When’ does it do it… but when you&#8217;re getting to the ‘Why’ or the ‘What for,’ you need to reconnect with the human being.”
To Rafa, asking “Why?” is the core of what Insights is all about. And when understanding what moves people is the ultimate goal, deciphering different markets becomes an easier task. To him, going back to being human-centric also means standing by the commitment to truly try and understand each other.
Rafa: “Above all, we must understand what moves our people. And going back to Latin America. Where social life is very important, family is very important. In many of our countries, children do not leave home until they are very old, and many times they do not go elsewhere, they go to the next floor of the house where their parents live.
Or next door, of course. Or a block away, but they still live in the community. So, that kind of thing, brands and companies must keep in mind when they develop service strategies… And that&#8217;s why we need empathetic companies. That&#8217;s extremely important, empathetic companies that put themselves in the place of the people with their culture and their community.”

Interview with Rafa Cespedes: 30 Years of Market Research in Latin America

OnTheGo is an up-and-coming tech startup that is making itself known in the Brazilian market research community with its chatbot methodology. Their fast-paced dynamic is what enables them to get projects live in under 48 hours, and they achieve great response rates by leveraging people’s inherent draw towards sociability &#8211; especially when it comes to the Latin American market. We sat with João Calixto, OnTheGo’s founder and CEO, to get to know his company and understand how their approach can change the way people look at research.
<h2>OnTheGo: the internal initiative that took over its parent company</h2>
OnTheGo started out as an initiative within João’s former company, Grimpa, a small research organization geared towards product development. At the time, around 2016, social listening and big data were relevant topics to anyone interested in working with tech and insights. It was within that context that he and his team agreed that they needed to incorporate digital elements into the way they were doing research.
<div class="su-pullquote su-pullquote-align-right gb23-iiex-pullquote-01">&#8220;Brazilians adapt much more easily. They adapt, test it, use it … the Brazilian is someone who’s less afraid. They put things out there.&#8221;</div>
Eventually, he found himself at a Meta (then Facebook) event right when Meta was releasing its own chatbot functionality. Two things caught João’s attention &#8211; firstly, the idea of automating conversations and what that could accomplish. Secondly, the realization that billions of people are connected on WhatsApp (which Facebook had just recently bought), constantly interacting with the platform simply to chat with others. The app was already a hit in Brazil at that time, and to him, that was fertile ground from which to grow a new way to approach research: turning surveys into conversations.
One of the main things to consider when designing a research questionnaire is the participant’s experience, which can make or break a project. To João, sending someone a 20-minute survey with open-ended questions in the middle of their workday, and expecting that person to complete it to the best of their ability, is almost an insulting thought. He decided to act on his learnings from Meta’s recent updates:

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 <h3>Related</h3>
 <h4><a href="https://www.greenbook.org/insights/focus-on-latam/interview-with-rafa-cespedes-30-years-of-market-research-in-latin-america">Interview with Rafa Cespedes: 30 Years of Market Research in Latin America</a></h4>
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João: “If we can place that research piece in an environment where people already are, where they spend not minutes, but hours of their day talking, maybe we can achieve not only more spontaneity in their responses but also better completion rates. To our excitement, we validated those hypotheses in our first project with Coca-Cola, which was one of the first market research projects using chatbots in the world.”
Since then, OnTheGo’s idea to explore the Brazilian people’s love for chatting has paid off.
João: “I’ve never had an issue with samples. One time we worked with wall painters. That was a very simple group of people. And the thing is, that’s where they express themselves. Many just use voice messages, some typed. In the same way, if you take a C-level executive, they chat on Whatsapp all day.”
What started out as a Grimpa initiative quickly became too big to fit in their small company. They kept moving to develop a more robust platform to attend to larger and stricter client needs, and after three years, they went independent. Now, OnTheGo is absorbing Grimpa, and their team is already on the lookout for a golden initiative that will outgrow OnTheGo, too.
<h2>Calixto’s approach to making research truly agile</h2>
One of OnTheGo’s core focuses is giving their clients the autonomy to interact with the platform at every skill level, from intern to developer. Their user-friendly dashboard is focused on quantitative data, showing results live as responses come in. The company leverages AI tools in the research design setup &#8211; saving time on the project and ensuring a consistent structure &#8211; and after that, it quickly moves on to programming the bot. According to João, depending on the project, they’re able to start fielding in under 1 hour. In 24 to 48 hours, most projects close out.
We asked him about his thoughts on the impact of AI on his work moving forward:
João: “With AI, you don’t have to start the thing from scratch anymore. In this sense, that’s here to stay, and it’s going to improve. On the analysis side, it’s a sure thing as well. There’s a lot of good stuff coming. The human eye is super important to connect the dots, but not using [Artificial Intelligence] is crazy. The tools are out there, they almost give us superpowers.”
Speaking of speed, one of João’s biggest focuses is on making research truly agile. Flexibility and adaptability became the main themes of our conversation, and to João, that goes beyond just developing short surveys and getting fast results. He sees a new wave taking shape when it comes to the world of research as a younger crowd starts to come into the industry with tighter budgets and big ideas.
<div class="su-pullquote su-pullquote-align-right gb23-iiex-pullquote-01">“This culture of ‘just doing it’&#8230; of testing and experimenting is really coming in, which I think is something that’s extremely healthy to tech companies&#8221;</div>
João: “If we think about the food and delivery industry, look at the disruption that happened there. The mobility industry with Uber, the healthtech and fintech industries. What about research? The disruption hasn’t happened yet. It’s a market that’s still just starting to transform, slowly, but it’s changing.”
And the first step for the research industry to lean into this change is to fearlessly adopt a “testing culture,” as he puts it.
João: “This culture of ‘just doing it’&#8230; of testing and experimenting is really coming in, which I think is something that’s extremely healthy to tech companies and to new solutions, which goes beyond just the structured questionnaire type of research that we do… there’s a lot of cool stuff on the market out there now, and people are using it, and losing the fear of using it. I think it’s also a generational thing. This younger crowd isn’t afraid of technology; they go in and use it. If it’s bad, you move on, take something else and try it.”
<h2>Rolling with the punches and going with the flow, the Brazilian way</h2>
João’s experience working with international clients has given him perspective on how the market research industry differs from place to place. When talking about research in England, he mentioned how you should expect a serious and methodical approach to projects and ideas. In his experience, there’s very little room for error but also for experimenting. When thinking about how to create grounds for innovation, he believes flexibility and experimentation are crucial &#8211; and that’s where his culture thrives the most:
João: “Brazilians adapt much more easily. They adapt, test it, use it… we’re talking about a market that’s just as big as, in terms of population and geography, but at the same time, the Brazilian is someone who’s less afraid. They put things out there. We also have a newer market, so this is extremely interesting. I see foreigners coming to work here and they bang their heads against a brick wall. One thing is the language barrier, but it’s not just that. On one hand, they’re extremely methodical and, in that sense, extremely correct, but when it comes to flexibility, that’s an upside of Brazil. We’re building interesting stuff here that ends up being reproduced over there.”
To illustrate this, he told us about a project that OnTheGo did for <a href="https://globoads.globo.com/atlas-de-cobertura/">Globo Television</a>, the largest TV network in Brazil, which has over 200 million potential daily viewers, both inside and outside the country.
João: “We put up a QR code live on Globo when we were only a 2-year-old startup. We got 50,000 respondents at the same time. Our server obviously failed, and I panicked, but [Globo] told us, ‘We’ve done this with iFood and NuBank before, don’t worry.’ It was an amazing opportunity. Would a 2-year-old startup in England put up a QR code on live news? They wouldn’t. In the US, they wouldn’t either. So Brazil is really a playground for innovation and for people to try things out, and that’s super interesting.”
And with that, his advice to new entrepreneurs in the market research industry follows the same tune: think outside the box, explore different bubbles.
João: “Don’t get restricted to only research events, research themes, research reports… I think there are a lot of tech events that will bring you solutions, and different layers. It will open your mind to other things. OnTheGo was created from a Facebook event. It had nothing to do with research, they were showcasing bots to do customer service. That’s the main advice.”

Interview with João Calixto from OnTheGo: Creating Agile Research, The Brazilian Way

Editor&#8217;s note: While EchoMR is hosting this expert channel and generously sharing their strategic plan with us, we welcome related content from other companies and will publish those under the LATAM topic page. Thank you for helping us meet the needs of the insights professionals growing their businesses in (or into) that region of our great world!
<hr />
As we move forward with our exciting GreenBook <a href="https://www.greenbook.org/insights/focus-on-latam">LATAM expert channel</a>, we want to outline our analytical approach to the region and give you a sneak peek into future content. Our publications will follow five major themes: media and entertainment trends, diversity and inclusion, consumer trends, business and financial trends, and technology trends. Below, you will find an introduction to each of these categories!
<h2>Media and Entertainment Trends</h2>
While entertainment preferences are influenced by local culture and vary from one country to another, the convergence of factors such as widespread access to high-speed internet, the proliferation of smart devices, and the influence of social media have allowed for content from diverse regions to thrive in LATAM. These cultural imports from countries across the globe have been steadily taking over a substantial portion of the local media market, exerting a profound influence on the culture, habits, and purchasing choices of Generation Z and beyond within LATAM, effectively molding the perspectives and preferences of new generations.

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 <h4><a href="https://www.greenbook.org/insights/the-prompt-ai/a-look-at-ai-in-latam-through-the-eyes-of-an-industry-expert">A Look at AI in LATAM Through the Eyes of an Industry Expert</a></h4>
 </div>
 
The media is a pillar of modern society, and it translates communities&#8217; needs and wants, simultaneously dictating and being dictated by the people who consume it. Exploring media and entertainment trends in LATAM offers insight into what cultural and societal values come in and out of relevance and how they shape human behavior. Understanding these trends from a regional perspective allows for the market research community to better grasp the narratives that resonate within Latin American countries and the cultural and societal impacts they have.
In this column, we will examine media and entertainment trends in LATAM and how they influence consumer insight and the market at large.
<h2>Diversity and Inclusion</h2>
Diversity and inclusion in <a href="https://www.greenbook.org/insights/focus-on-latam/who-is-mr-latam-highlighting-voices-in-latin-american-market-research">Latin America is a multifaceted</a> and evolving topic that encompasses various dimensions of society, including ethnicity, race, gender, sexual orientation, socio-economic status, disability, and more. The nature of the challenges in each dimension of diversity and inclusion can vary significantly from one country to another within Latin America.
When thinking about diversity, we tend to establish a &#8216;zero point&#8217; from which to measure these diversifications of experiences &#8211; often, that zero point lies at the center of the Western perspective. However, that approach falls short of understanding what is truly relevant to cultures in LATAM. Diving into diversity and inclusion through a local lens reveals the unique necessities and challenges of each country, giving foreigners a stronger notion of what progress looks like for Latin America, and how it should be approached. By understanding ideas of inclusion that are unique to the region, we highlight identities and stories that matter to the people, creating a more comprehensive approach to equity and representation, especially in market research.
<h2>Consumer Trends</h2>
Consumer trends in Latin America, as with any other region, are affected by a confluence of global events, local policies, technological advancements, economic shifts, and the influence of media and the internet. As an example, the surge in e-commerce and the adoption of digital platforms throughout Latin America are quickly reshaping how consumers behave and what they expect from a retail experience.
Moreover, like most of the world, inflation has significantly impacted consumer behavior in LATAM in recent years. This phenomenon looks different across regions and countries, and this column will seek to provide a location-specific analysis of its effects, allowing brands and insights professionals to make more informed, tailored choices within the region. You can also expect to read about topics including niche market trends, the adoption of new technologies, the influence of international trends in local markets, and overall expenditures and saving approaches.
<h2>Business and Financial Trends</h2>
Business and financial landscapes in Latin America have undergone significant changes over the years, reflecting both unique challenges and promising opportunities. This column will explore the multifaceted aspects of Latin America&#8217;s economic journey and the forces driving change. We will analyze the various factors that shape the business environment, including government policies, trade agreements at regional and country-specific levels, political shifts, technological advancements, business and financial changes following the pandemic, cryptocurrency, among many others, gaining insight into the many facets of business and finance in this diverse and dynamic region.
<h2>Technology Trends</h2>
When it comes to the technology sector, Latin America is making its mark on the international stage through groundbreaking innovations, becoming a highly competitive technology powerhouse. We plan to explore the digital transformation sweeping across Latin America and dive into the key factors propelling the growth of technology.
Exploring the dynamic between Latin American governments, businesses, and a lively community of tech enthusiasts, we&#8217;ll look into how they work together to nurture a thriving tech ecosystem. Moreover, we&#8217;ll uncover how Latin America harnesses emerging technologies like artificial intelligence, blockchain, fintech, ag-tech, biotech, EVs, and others to address regional challenges and drive economic growth.
And here we&#8217;ve barely scratched the surface. Get ready to embark on an exciting journey as the Focus on LATAM channel continues to evolve and innovate. There&#8217;s a world of possibilities waiting to unfold before us, and we can&#8217;t wait to explore them together. Stay tuned for what&#8217;s to come!

From entertainment trends to diversity and inclusion, technology trends to business and financial trends, Focus on LATAM will explore the trends of the region.

Focus On LATAM: A Sneak Peek of What’s to Come

Hipólito “Polo” Murillo is the CEO and founder of Axios Intelligence, a market research agency based in El Salvador. Polo has been successfully running Axios for the past 20 years, leading the company in pioneering CATI methodology in El Salvador. Dave Lovo of Echo Market Research sat down with Polo to talk about Axios and market research in El Salvador broadly.
<h2>Tell us about Axios Intelligence. What does Axios do best?</h2>
Polo: “Our company has all kinds of clients, it has commercial and industrial clients, we work a lot with real estate development, and we work a lot with companies and international institutions, such as the American Embassy, the State Department, the World Bank, and so on… I would say that possibly, although we do commercial studies, campaign evaluation, and consumer product studies, perhaps the two areas where we are strongest are real estate development and public opinion studies.”
<h2>Where does Axios fit into the larger market research economy in El Salvador?</h2>
Polo: “In El Salvador, the research business is divided into different tiers. And you have the top tier of companies, the ones that invest the most in research, commercial companies or multinational companies. For example, telephone companies, consumer companies, consumer products, and similar companies.
Most of these companies hire local offices that are part of a larger network. So, these are typically companies that are based in the region, but they belong to international networks, or they have their own network that covers all of Central America and in some cases a little bit of the Caribbean and so on.
So, we don&#8217;t compete with them because we don&#8217;t have the network, we have correspondents, but we don&#8217;t own it. Another tier within commercial research is local or regional companies, regionally we are talking about El Salvador, Honduras, Nicaragua, and Guatemala, which do hire companies like us that have a footprint more oriented to local or immediate regional presence.

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 <h3>Related</h3>
 <h4><a href="https://www.greenbook.org/insights/focus-on-latam/interview-with-rafa-cespedes-30-years-of-market-research-in-latin-america">Interview with Rafa Cespedes: 30 Years of Market Research in Latin America</a></h4>
 </div>
 
So we work in Guatemala, Honduras, and El Salvador without much problem. Some of these companies that have no relationship with large networks hire us. We compete at the top with some of these networks that also serve them, but we also compete at the bottom with other smaller companies.
And then we have the last tier, which is the most competitive and the cheapest, made up of smaller companies, completely national. And you have a lot of freelancers, a lot of people who just do focus groups, people who worked before in other research companies, but they do studies ad-hoc for them. And then, there are several niches that come out of this commercial scheme.
For example, a big niche is governmental or NGO research or foreign institutions. So, we participate with foreign institutions, but not with the local government. So, we, for example, have a couple of projects with USAID, we have projects with the embassy, we have projects with…
We have done projects, but we don&#8217;t have any right now, with the World Bank and so on. And there is another niche, for example, which was big at one time and now it is big, but for a different number of reasons. We are no longer working in that, which is the political niche. So, public opinion, and politics, are other niches.
But we haven’t worked in that area for many years. And then there are other niches specific to certain industries that have very specific needs. So, for example, in the real estate development industry, all the companies are local, they are relatively large projects, and their needs are highly specific. So, I believe that we are possibly the largest supplier of studies for local real estate development, we work with all the large developers, and they are ad hoc studies up to specific studies of different types of real estate development intelligence.”
<h2>What are the main challenges with conducting market research in El Salvador?</h2>
 Polo: “In El Salvador, in the past, the most serious problem we had was the security risk of doing face-to-face surveys. Let&#8217;s say a client asked for a nationally representative survey, there were large areas of the country where the pollsters could not enter for security reasons.
Today, that&#8217;s much improved, but there&#8217;s still a bit of a problem because even at typical, middle-class levels, many people live in residential neighborhoods with limited access, or gated communities, so for face-to-face that makes it difficult, right? Because before, the only problem we had in that realm was with the very high socioeconomic classes. Now it’s trickled down, and it&#8217;s a much more generalized thing to have, to live in communities that are completely gated.
In the case of CATI, higher socioeconomic classes are underrepresented. So, we don&#8217;t have much response from people of a relatively high socioeconomic class or income level. This causes us problems, for example, with clients who are developing real estate buildings or apartments worth 200 thousand dollars or more because their customers are the same people who don’t answer surveys.
These surveys cannot be obtained through online panels either, because databases are quite limited in El Salvador. Databases in El Salvador are primarily comprised of the middle socioeconomic strata, so there is not much data on the lower socioeconomic strata, let alone the upper socioeconomic strata.
Another serious problem is the lack of professionalism in the insights industry in the country. First, there is not really a market research career path here. The people who come to market research in this country, many of them don&#8217;t even have a basic statistical background. I mean, I&#8217;ve had discussions with colleagues where they just didn’t understand the difference between a representative sample and a convenience sample, which is basic.
The client doesn&#8217;t know either, so the client goes and hires the cheapest or the one who speaks the best because they have no way of differentiating between someone who knows their stuff and someone who doesn&#8217;t. Clients can go through recommendations from other clients, but there is nothing structural. So that&#8217;s a problem.
The other thing is that it’s very difficult to do <a href="https://www.greenbook.org/insights/business-to-business-market-research">B2B</a> studies in El Salvador. That is, when the client is a company that makes a product to be sold to other companies, and they need to speak directly to the people who buy their product, unless the client gives us the contacts and helps us contact those people, it’s practically impossible.
El Salvador needs much better data at a macro level. As for the data that we have, I worked in the United States before, so I know what publicly available data in the United States on different types of things looks like. For example, if I wanted to know how much commercial space is available and empty in San Francisco right now, with two clicks I could find it. In El Salvador that would be impossible.
<div class="su-pullquote su-pullquote-align-right gb23-iiex-pullquote-01">&#8220;&#8230;we must try to move from being data providers to being data analysts and selling the analysis, or the value added, rather than selling the methodology.&#8221;</div>
In El Salvador, there is no information about the value of companies; all companies are private; there is no information about a large number of macroeconomic factors, and there is no reliable, aggregated information about practically anything.”
<h2>We’ve talked a lot about challenges today. What might be the right way to move forward from this point in the industry?</h2>
 Polo: “I think one of the most important issues that we were talking about at ESOMAR Mexico is that we must try to move from being data providers to being data analysts and selling the analysis, or the value added, rather than selling the methodology. So right now, we have in the pipeline a couple of products more oriented towards generating data rather than towards selling any specific methodology.
In order for all companies to survive, we are going to have to go a little bit that way; that is, we are going to have to look for our niches, and we are going to have to try to sell products that offer more &#8211; that give you a consistent, recurring return. We need to orient towards products that are not only valuable but also sustainable.”

Interview with Hipólito Murillo from Axios Intelligence: The Market Research Landscape in El Salvador

When trying to understand market research in a specific region, it’s important to talk to the people actually doing the research on a local level. Sometimes, when we’re doing this, it can be easy to get caught up in speaking to department heads and category leaders, but those aren’t the only voices driving market research in Latin America. In this piece, we wanted to highlight the voices of three market research professionals in Colombia, Brazil, and El Salvador, who make up the lifeblood of the industry, along with the thousands of others who devote themselves to this work.
<h2>Ana Vanegas, Colombia</h2>
Ana Vanegas is a senior researcher at Echo Market Research. She fell in love with market research when she took a class on it at university. To her, it was the perfect practical application of math, a subject she had long been passionate about. Her passion for market research only blossomed from there.
When asked what her favorite thing about market research is, she says, “Discovering what people think. The most amazing thing for me is discovering that not everyone thinks the same. Not everyone has the same habits, preferences, issues, and routines. So I like to understand others. I like to see how other people live. I like to see how other people think, and I like to understand what their main motivations are. I like to see that not everyone is like me, that everyone is in a completely different world.”

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 <h3>Related</h3>
 <h4><a href="https://www.greenbook.org/insights/focus-on-latam/interview-with-rafa-cespedes-30-years-of-market-research-in-latin-america">Interview with Rafa Cespedes: 30 Years of Market Research in Latin America</a></h4>
 </div>
 
Ana has some thoughts about how market research is conducted in Colombia specifically. “Here in Colombia, the incentives are not as great as in other countries. I mean, incentives are low, and I feel that companies do not highly value the participants&#8217; time. The other thing that I have seen is that a lot of companies cannot offer good platforms or good technology options that are available in the United States because of pricing.
So paying these types of platforms in dollars is something that not all companies can do or that not all clients will do. So they prefer to keep working with basic things or basic platforms, and they don&#8217;t have access to the innovation they would like to have. Not because they are not available; no, the innovations are available for everyone. The thing is that local companies and local clients cannot pay for that because the prices are too high in our context. So that&#8217;s something that is sad for me because they could be doing more innovative things, but because of pricing, they are limited to continue work with the same things or with basic things.”
If there’s one thing that Ana wishes businesses knew about Colombia, it’s that “In Colombia, we have amazing talent. We have great people. We are hard workers, and we are always hoping to learn. So the talent here in Colombia is outstanding.” In her free time, Ana likes to exercise and play with her kids.
<h2>Marilia Monteiro, Brazil</h2>
Marilia Monteiro is a senior project assistant at Echo, and she got into market research by accident. She wasn’t trying to get a job within the industry, but an opportunity presented itself, and she took it. Once she entered the industry, in her words, “I started to really take an interest in it, and it made a lot of sense when I got in.” Now, her favorite thing about market research is “getting in touch with so many different opinions, getting to know a lot of different ideas, and how companies work &#8211; specifically big companies. Usually, we don&#8217;t have access to those kinds of things, so it&#8217;s interesting to know how they work and what they need to know in order to improve.”
To her, market research in Brazil is a burgeoning industry with ample opportunities for growth. She thinks that market research in Brazil is under-utilized and is excited to see the growth of the industry within her country. Outside of work, she enjoys going to the movies and going to the beach with her dogs.
<h2>Dave Lovo, El Salvador</h2>
<div class="su-pullquote su-pullquote-align-right gb23-iiex-pullquote-01">“I will say that&#8217;s the key part on any research that you want to do in El Salvador &#8211; getting people to trust that the process is real, that this is not a scam, and that this is something that is actually happening.”</div>
Dave Lovo didn’t intend to get into market research either, but now that he’s here, he wouldn’t give it up. Similarly to Marilia, his first introduction to market research was through Echo. There he’s learned that his favorite thing about market research is “That every single day is different. It doesn’t always stay the same, and there are always topics to talk about… [Market research] opens your mind to new markets, products, and industries that you had never thought about previously. I have done several different research studies about new and interesting topics, and that makes the profession at large interesting for me.”
When it comes to conducting market research in El Salvador specifically, Dave says that one of the major issues facing researchers is trust among the participant pool. In Dave’s own words, “I will say that&#8217;s the key part on any research that you want to do in El Salvador &#8211; getting people to trust that the process is real, that this is not a scam, and that this is something that is actually happening.” Similarly to Brazil, Dave feels that El Salvador has a steadily growing and opportunity-laden market research landscape.
Outside of work, Dave enjoys watching films!
<h2>Highlighting heterogeneity</h2>
The amazing people highlighted in this article are just a few of the many that make the market research industry in Latin America so vibrant. Their voices and hard work should continue to be put in the spotlight and celebrated!

Who is MR-LATAM? Highlighting Voices in Latin American Market Research

We sat down with Pilar Bermudez, an insights professional at Gloria Alimentos Peru, one of the leading dairy producers in Peru, to hear her thoughts on technology and change within the market research industry. Pilar has spent almost 20 years in the market research industry, cultivating a wealth of knowledge and experience. 
<h2>Tell us a little bit about Gloria Alimentos Peru as a brand in the Peruvian consciousness.</h2>
Pilar: “Gloria is one of the most recognized brands in Peru, if not the first brand in the hearts of Peruvians. It’s a brand with enormous potential, with enormous growth potential, but also important challenges.”
<h2>Focusing a bit on the market research world, the market research department at Gloria Alimentos Peru specifically, what role does it play within the company?</h2>
Pilar: “The role of the insights department is a bit heavier nowadays because it calibrates the decisions that are made in the business at large. 
Insights is not just a service where you tell your internal client ‘Hey, here is the result of the research and you decide what to do with it.’ The insights team literally has to be able to sit down and talk to the internal client, and tell them why we can and why we can&#8217;t move forward in certain directions so that in the end, a consensual decision can then be made. So it’s a vital part of the organization when it comes to responding to the institutional premise that the consumer should always be put in the center. So, I have my premise, which is that the consumer is at the center, and I make it real to the extent that, I, in the insights department, sit down to make decisions for the business.”
<h2>What is the difference you see when you work with a multinational company versus with the agencies that are a bit more local?</h2>
Pilar: “There are several levels to this question. The first level is the global companies. The global companies have many advantages, like the certainties that come with the constant development of knowledge and the robustness of its methodologies. Then you have the next level &#8211; companies that span across Latin America. The knowledge they have of the particularities of the region is extensive and the way in which they can be flexible to address the business challenges is highly appreciated.

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 <h3>Related</h3>
 <h4><a href="https://www.greenbook.org/insights/focus-on-latam/who-is-mr-latam-highlighting-voices-in-latin-american-market-research">Who is MR-LATAM? Highlighting Voices in Latin American Market Research</a></h4>
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Then there is a third level, the boutique companies, but these are the boutique companies that are formed by former directors of something. These are the ones I like the most. Senior people who left the corporate grind, set up their company, and now take the time to sit down with you, without it being excessively time consuming. Every time they talk, given the expertise they have, they generate a lot of value for you. In the end I feel like I&#8217;m talking to someone who is a partner in the project. 
Those are the ones I like. The fourth and final level are the boutique agencies made up of young people, those who still don&#8217;t have a lot of experience but can help you with very tactical issues because they are flexible and fast.  Each of these agency types has its advantages and can be useful depending on the challenge you are facing, which ultimately means that not all of them are always the first choice for all challenges. A thorough evaluation is required to understand which agency profile may be the most suitable for the challenge at hand.”
<h2>What challenges do you face when conducting market research or experimenting with methodologies?</h2>
Pilar: “Well the first one is being at the mercy of the methodology that, in theory, helps me generate valuable judgments. It is true that when you work with a big company there is a degree of security because these big companies have the know-how. Their methodologies are robust, but the contact you have at the big company is supposed to generate value for you as well &#8211; not just the methodology or the research itself. However, these relationships often fall short. So that&#8217;s my first big pain with the methodological part. The fact that I have to be subjected to contracting very robust methodologies, but that the delivery I’m given is very weak in terms of business sensitivity and the particularities of the challenge.
In line with the business sensibility, yet another of the most important challenges is that the methodology is often too rigid, or the agency&#8217;s methodological offer does not seem to connect the dots and have a broad enough focus to address different edges, nor to be deep enough to trigger concrete actions.”
<h2>What are the main challenges facing the market research industry in LATAM?</h2>
Pilar: “I think that right now, in Latin America, what we are going through is a moment of friction. Market researchers don&#8217;t want to adopt new technologies because they think they are the enemy that will displace human white collar labor. So I think the biggest challenge we have today as a region, all of us who are part of the market research industry, is how we embrace technology to enhance our knowledge and thus have more time to generate value.
<div class="su-pullquote su-pullquote-align-right gb23-iiex-pullquote-01">&#8220;So I think the biggest challenge we have today as a region, all of us who are part of the market research industry, is how we embrace technology to enhance our knowledge and thus have more time to generate value.&#8221;</div>
I am a firm believer in the idea that there are many things in which machines or artificial intelligence will never replace us. So why not embrace technology and leave our time available to make valuable decisions, to engage in strategic discussion, and to cultivate creativity. To me, the biggest issue that the LATAM MR industry has is that they don&#8217;t want to embrace technology. 
The big companies say that there are a lot of technology solutions, but in the end, they always do the same thing. The boutique companies are still not embracing technology. Then you have small companies that are making cutting-edge technology decisions but not necessarily embracing the more human side like the qualitative side and creativity. So they&#8217;re still all playing in siloed arenas, and they&#8217;re still not realizing the potential opportunity of the technological side along with the human side to be able to develop much more powerful market research.”
<h2>In terms of adopting technology, sometimes the costs of these new technologies are not favorable to Latin American companies because of the devaluation that occurs from paying in dollars; what do you think about that?</h2>
“Yes, that’s true, but what happens is that you have to have a very active network because the truth is that, yes, technology is expensive when you look at other nations, but there are many local startups that are developing very powerful models with much more affordable pricing. 
I find Colombia a hub of very interesting startups. I feel the same way about Mexico where, in the end, the pricing you get for that type of access to methodologies is very cheap. Let me tell you about it. I recently had to do a packaging evaluation and a global company was charging me fifteen thousand dollars and would deliver it in a month. The local company charged me two thousand five hundred dollars and delivered it in four days.“
<h2>What benefits do you find in being part of ESOMAR?</h2>
Pilar: “The exchange of knowledge, and being next to people in the vanguard. Being able to obtain innovative methodologies from partners that you may not necessarily have in the country, but that make your life easier. For example, I left the Esomar congress with a very important alliance. So yes, Esomar really serves in terms of knowledge and the possibility of accessing an extended professional network, and I think it&#8217;s fantastic.”
Pilar and her call to push the industry forward using novel voices and methodologies, while still keeping an eye on the validity of any given method, should not be ignored. As Pilar pointed out, change and adaptation are key to the success of this industry in the Latin American market.

Interview With Pilar Bermudez From Gloria Alimentos Peru: Adapting to Changes in Market Research

Lucia Roncancio is the director of insights at Alquería, a well-known dairy company in Colombia. She has dedicated 14 years to growing the company and, during that time, has amassed a wealth of knowledge on the impact insights can have on a business. Sitting down with Ana Vanegas of Echo Market Research, Lucia talked in-house versus outsourced research, consumer-centric approaches, and working with local research agencies.
<h2>You said that you manage a hybrid system, doing some work &#8220;in-house&#8221; and some work through external agencies. Why?</h2>
Lucia: &#8220;We are the ones in charge of capitalizing on insights for our business and we are the ones in charge of fostering consumer culture within the company. We achieve all this if we have in-house mastery of information, its integration, and a holistic understanding of the consumer. This allows us to ensure that a brand director or manager has knowledge of both the consumer and the shopper as would any other person in the insights department. When this is achieved, it’s possible for insights and branding to co-create.
Additionally, having an in-house model allows us to develop our own methodologies, build standards for the company, and to be able to monitor everything we have. On the other hand, working with market research agencies allows us to constantly update the way we approach consumers and shoppers, gaining precision and speed.”
<h2>What criteria do you use to choose between in-house and an external company?</h2>
Lucia: &#8220;This changes over time. Nowadays, for example, if you were to ask me at what point we make the decision to go with an agency, we feel that external agencies bring us a lot of value when it comes to innovation. Agencies these days have elegant, agile methodologies that allow us to develop innovative ideas. I&#8217;ll give you an example where we worked with an agency to innovate. In one day, we generated about 60+ ideas that then moved to consumer feasibility in the same day. So this is a very interesting process that we are following with the agencies in terms of co-creation. It ends up being a collaborative, multi-disciplinary learning.
<h2>What role does the insights department play within your company?</h2>
Lucia: “We are enablers of innovation, we validate everything that is live out there, whether it is communication, products, or opinions. We understand trends and how they are developing in Colombia, we study consumer needs and their motivations in order to co-create valuable proposals with brands.
We are responsible for creating and fostering consumer culture throughout the company.
<div class="su-pullquote su-pullquote-align-right gb23-iiex-pullquote-01">&#8220;The consumer is where it all starts, the entity from whom we receive constant feedback&#8230;to the monitoring of what is happening with the product once it’s on the market&#8221;</div>
We are also responsible for designing internal processes to improve consumer understanding and we are constantly iterating on these processes. Our priorities are: identifying needs and building and validating value propositions delivered by brands to the consumer &#8211; everything that has to do with understanding the market and the competition.
The acquisition frequency for several product categories changed during and after the pandemic and never returned to the sales volume they had before. We are a consumer-centric company, and right now we have to put our focus on understanding the shopper, how they are migrating to other channels, and what their needs are, because all of that is changing.
Our offering is the humanization of the consumer, the empathy we create with them, getting to know them to the point of becoming their ally in solving needs. The consumer is where it all starts, the entity from whom we receive constant feedback, all the way from the identification of an opportunity, through the evaluation of a possible solution, to the monitoring of what is happening with the product once it’s on the market.
<h2>Thinking about research agency partners that you work with, what difference do you see between local agencies and international agencies?</h2>
Lucia: “The local agencies have the flexibility that our in-house department has. Their ability to adapt is what defines them; we can jointly build the way in which we are going to approach the consumer and how we are going to solve our problem question. In addition, they are perfectly aware of the culture, the consumer, the market, the variables that impact the brand&#8217;s performance.

 <div class="post-related-post">
 <h3>Related</h3>
 <h4><a href="https://www.greenbook.org/insights/focus-on-latam/interview-with-hiplito-murillo-from-axios-intelligence-the-market-research-landscape-in-el-salvador">Interview With Hipólito Murillo From Axios Intelligence: The Market Research Landscape in El Salvador</a></h4>
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I would like to highlight the constant innovation of international agencies with respect to integrated models of diagnosis and information analysis. The way in which they capitalize on knowledge and share it globally is impressive. For example, I found all the online insights they were able to share with us during the pandemic quite interesting. I would also like to emphasize the variety of methodologies they have pre-designed according to the need for information at each stage of innovation or renewal of a product.”
<h2>What challenges do you think the market research community is facing in Latin America right now?</h2>
Lucia: “These are time challenges. We are calling out that we need to make decisions in line with what is happening now. If you ask for market information, the market information should not come out fifteen or twenty days after the cut-off you established, because if you are receiving the information on the twenty-eighth of the month, you say: &#8216;That&#8217;s what happened a month ago&#8217;. And the market varies with the development of new channels, categories, based on the adjustments made by the consumer in terms of habits, needs, and motivations.
Additionally, I think we have a very major challenge in terms of how we as a company can use <a href="https://www.greenbook.org/insights/artificial-intelligence-and-machine-learning">artificial intelligence</a>. That has not been invented. There must be a number of opportunities for all of us who work with market variables and competitors that we are currently missing or are not succeeding in scaling because we do not have the internal know-how or because the agencies do not have the know-how either.”
<h2>Is there anything you would like to see from the market research community in Latin America in the future?</h2>
Lucia: “&#8221;Beyond a market research organization, I would love for companies to be able to form an association, and for us to meet periodically to capitalize on and share learnings, experiences, and results of our experimental processes with new methodologies. I find that highly relevant. I have colleagues who call me on the phone: &#8216;Hey, how are you doing this?&#8217; I think that could be an opportunity that we are all clamoring for. What can companies learn from each other? I would also love it if we could sit down and talk about how everyone is seeing trends, emerging behaviors, and general consumer habits that are impacting the market. This would be ideal as part of a collaborative learning framework between companies and market research agencies.”
Lucia’s call for collaboration within the market research community in Latin America speaks to the importance of learning from experiences in this industry, especially when taking into consideration challenges that the region may face when it comes to successfully driving market research forward. With the right connections, the Insights community in Latin America can continue to push for innovation and fresh perspectives.

Interview With Lucia Roncancio: How Consumer Insights Help Drive Alquería

Last week&rsquo;s presidential elections in Venezuela, marked by controversy and allegations of fraud, have drawn global attention. As <a href="https://www.britannica.com/place/Venezuela/The-presidency-of-Nicolas-Maduro">President Maduro</a> gears up for his 11th consecutive year, the repercussions of these elections extend beyond politics, affecting market dynamics and consumer behavior across Latin America.&nbsp;
For market research professionals, understanding these implications is crucial for navigating the changing LATAM landscape and identifying emerging opportunities in the region.
<h2 dir="ltr">Historical Context and Current Political Landscape</h2>
By examining past and present political events, professionals can predict potential market shifts and advise businesses on strategic decisions.
Venezuela&rsquo;s turbulent political history, especially the transition from the <a href="https://edisciplinas.usp.br/pluginfile.php/4360553/mod_resource/content/1/Explaining%20radical%20policy%20change%20the%20case%20of%20Venezuelan%20foreign%20policy.pdf">Fourth Republic</a> to <a href="https://www.cfr.org/timeline/venezuelas-chavez-era">Chavez</a>&rsquo;s and now Maduro&rsquo;s administrations, has led to significant economic shifts. These changes impact consumer confidence and spending behaviors, which are critical for market researchers to monitor.&nbsp;
The 2024 elections was Venezuela's <a href="https://noticias.uol.com.br/internacional/ultimas-noticias/2024/07/28/venezuela-fila-eleicoes.htm">tightest electoral event since Chavez' first rise to power</a>. On July 29th, Maduro declared the winner by the National Electoral Council (CNE).&nbsp;
In the Americas, most countries have already issued an official position, and a report by the Council of The Americas <a href="https://www.as-coa.org/articles/how-have-international-leaders-responded-venezuelas-2024-election">shows the exact breakdown</a>.&nbsp;
Several countries rejected the results or signed a joint statement rejecting it, leading Maduro to break ties with most of them: that is the case of Argentina, Chile, Panama, and Peru, amongst others.&nbsp;
A few countries like Canada, Brazil, Colombia, and Mexico did not outright reject the results, but called for an impartial verification of the data.
<h2 dir="ltr">Election Outcomes and Market Implications</h2>
The recent Venezuelan elections have intensified uncertainties in the market, posing potential challenges for foreign investments and consumer sentiment across LATAM. These uncertainties include economic instability, increased migration, and shifts in regional trade policies, all of which are crucial factors that could significantly influence market dynamics and consumer behavior in the region.&nbsp;
Given these heightened uncertainties, market researchers should diligently focus on several key areas to effectively navigate and anticipate the evolving challenges within the Latin American markets.
<ul>
<li dir="ltr" aria-level="1">
Consumer Sentiment Analysis: Gauge how political developments influence consumer optimism and spending habits.
</li>
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Investment Risks and Opportunities: Identify sectors that might be impacted by political instability and advise clients on risk mitigation.
</li>
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Regional Market Trends: Analyze how Venezuela&rsquo;s political situation could affect neighboring economies and market conditions.
</li>
</ul>
<h2 dir="ltr">Market Dynamics Also Influenced by Economic Sanctions</h2>
<a href="https://cepr.net/images/stories/reports/venezuela-sanctions-2019-04.pdf">Economic sanctions</a> have significantly reshaped Venezuela&rsquo;s economic landscape, leading to notable shifts in consumer behavior and business operations across Latin America. These changes are pivotal for market researchers because they directly affect spending patterns, supply chain stability, and investment climates, which are essential components for strategic business planning.&nbsp;
To this end, market researchers need to focus on:
<ul>
<li dir="ltr" aria-level="1">
Consumer Spending Trends: Track changes in consumer spending habits due to increased prices and scarcity of goods.
</li>
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Supply Chain Adaptations: Offer insights on alternative sourcing and logistical adjustments in response to disrupted supply chains.
</li>
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Emerging Investment Opportunities: Analyze the economic environment for potential investment or expansion areas.
</li>
</ul>
<h2 dir="ltr">Looking ahead</h2>
The situation in Venezuela presents both challenges and opportunities for market researchers. Staying informed about political and economic developments is essential for providing actionable insights. As the region navigates through these tumultuous times, market researchers play a pivotal role in helping businesses understand and adapt to the evolving market landscape.
&nbsp;

Explore how Venezuela’s recent elections impact market research, affecting consumer behavior, investment strategies, and business operations across LATAM.

A Quick Summary of Last Week’s Venezuelan Elections

The Venezuelan Elections And Its Implications

<a href="https://wp.greenbook.org/mr/wp-content/uploads/2016/07/roundtable-discussion.jpg"><img decoding="async" class="alignnone size-full wp-image-16541" src="https://wp.greenbook.org/mr/wp-content/uploads/2016/07/roundtable-discussion.jpg" alt="roundtable discussion" width="468" height="260" /></a>
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<div class="entry-meta">By <a class="url fn n" title="View all posts by Kerry Hecht" href="http://blog.recollective.com/author/kerry/" rel="author">Kerry Hecht</a></div>
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As always, IIeX was a great experience for the entire Recollective team and for me, personally.  We made some great connections, learned a lot and participated in collaborative problem solving.
Part of the experience for us was hosting a roundtable with people who participate in marketing research studies. We did this to further our ongoing conversation about what our industry is like for them. Our goal is to create a more open dialogue between our side of the industry and theirs; the hope being that we can work towards some foundational shifts in our thinking and find some solutions to our shared problems with quality and trust.
First, as a reminder, this wouldn’t have been possible without the help and support of our industry. I’d like to give a personal thank you to:
<ul>
<li>Jason Horine with <a href="http://www.schlesingerassociates.com/" target="_blank" rel="noopener noreferrer">Schlesinger Associates</a></li>
<li>Dennis Meng with <a href="http://www.userinterviews.com/" target="_blank" rel="noopener noreferrer">User Interviews</a></li>
<li>Scotty Greenberg with <a href="https://www.tangocard.com/" target="_blank" rel="noopener noreferrer">Tango Card</a></li>
<li>J.R. Venza from <a href="http://criticalmix.com/" target="_blank" rel="noopener noreferrer">Critical Mix</a></li>
<li>Chris Stephenson from <a href="http://www.prodegemr.com/" target="_blank" rel="noopener noreferrer">Prodege MR</a></li>
<li>Tom Anderson with <a href="http://odintext.com/" target="_blank" rel="noopener noreferrer">Odin Text Analytics</a></li>
<li>Gabrielle Ferdman and Roger Mendez with <a href="http://propellerinsights.com/" target="_blank" rel="noopener noreferrer">Propeller Insights</a></li>
<li>And the entire <a href="http://www.cross-tab.com/" target="_blank" rel="noopener noreferrer">Cross Tabs</a> team.</li>
</ul>
While Jessica Broome and I conceptualized and brought this to life we never would have been able to do this without help…  lots and lots of help!
To bring you up to speed – we first conducted an online community among people who participated in multiple kinds of research. To read the initial blog posting about those findings, please follow this <a href="http://greenbookblog.org/2016/05/19/look-whos-talking-prequel-what-research-participants-say-about-research/" target="_blank" rel="noopener noreferrer">link</a>.
Next, we ran a 1,500 person quant study to further explore and validate what we learned in Phase 1, but also to explore a few theories we came up with. Our thinking was that we might want to be considering or profiling things like creativity levels, empathy levels and learning styles of the participants as we are developing our questionnaires and think through how we recruit for different kinds of methodologies. We were fortunate enough to be able to present these findings at IIeX. If you missed our workshop, but would like to see the presentation you can read through our findings <a href="http://recollective.com/download/participant_experience_research" target="_blank" rel="noopener noreferrer">here</a>.
The roundtable discussion, with actual research participants, proved to be as fruitful as the first two phases.  We had six participants recruited through a variety of sources and incentivized by Tango Card. Each of the participants was, again, recruited to have participated in multiple kinds of research. We learned so much from them, but there are definitely themes that have emerged across these three phases.
Some of them are:
<ul>
<li>They are all what we consider to be professional respondents. There is definite cause and effect going on, though. They do not feel informed or respected by the way we screen or the information we provide them around how we select them.</li>
<li>The screening takes up too much of their time – so, they feel misled and therefore they try to ‘game’ the system.</li>
<li>Additionally, they often feel in the dark about why we ask what we do, so they try to give us the answers they think we want. This creates an environment where, at the point of screening, they fudge…  not lie, but ‘fudge’.  Sometimes, though, this is because they can’t come up with accurate answers to the ‘impossible’ questions we ask.</li>
</ul>
It’s my fundamental belief that we, as an industry, already know this and just don’t know what to do about it.  So, I throw out a few thoughts and hopefully a foundation for some solutions..
If we can’t beat them, join them
<ul>
<li>Instead of trying to trick them through complicated and impossible to answer screening questions, can we be more transparent about what we are looking for upfront?</li>
<li>We know they don’t like to participate in exercises where they feel like they don’t have a lot to add, so if we told them what we need and why (as much as we can), maybe they wouldn’t feel like screening was a chess match and it was more of a conversation. We could, potentially, also avoid scenarios where they think we want an expert on a topic so they educate themselves before the research to be helpful, when we actually wanted a novice.</li>
<li>It’s also obvious that these aren’t inherently manipulative or dishonest people, they want to help – so let’s tell them how they can in a straightforward fashion.</li>
<li>While there are few things more important to them than the monetary incentives, there are some things that are equally as important – they love seeing the results, it doesn’t have to be the final results, but just enough to even know where they sit in the group or in the survey. We definitely could be doing more of this.</li>
<li>We need to talk to them more – about us; who we are, why we need them, why the truth is important…  we can do this in an automated fashion – embedding video into screeners or surveys. Let’s entertain them and help them understand us.</li>
<li>Ultimately – it comes down to respect, transparency and cooperation. These things are the foundation for all good relationships.  This is no different.</li>
</ul>
Jessica Broome will have more on this and we’ve got Phase 4, 5 and 6 in the hopper. In the meantime, we’d love to hear from you about what you’d like to learn, so please reach out and let’s further the conversation.
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Research on Research Respondents: What Have We Learned?

<img decoding="async" class="alignnone size-full wp-image-16242" src="https://wp.greenbook.org/mr/wp-content/uploads/2016/05/megaphone-50092_640.jpg" alt="megaphone-50092_640" width="640" height="424" />By Kerry Hecht
A few months ago, Jessica Broome and I were discussing different suppliers, respondents and an interesting nugget that popped up in the last GRIT report.  Out of this conversation came an idea &#8211; Research on Research Participants.
Time and time again, we’ve all heard talk in our industry around the quality of respondent databases and panel members.  We hear a lot about professional respondents and often seem to look at the people in our databases with a degree of disdain. However, we are neither implementing sufficient solutions nor giving the panel members a voice regarding what we ask them to do.
Back to the last GRIT report: There was one researcher who pushed back.  She called our industry out, collectively, for complaining about the quality of panel participants, but, at the same time, putting forth surveys that very few people would want to go through ever again; ultimately creating a vicious circle.
Jessica and I felt like it was time and necessary to explore why people participate in marketing research, what their journey was to becoming involved, what their motivations (beyond money) are, what they like about it and what they think we could be doing differently or better.
We started with an online community of 5 days with about 40 people.  The participants were recruited with help from both qualitative recruiting specialists and panel companies.  These are some of the key findings from the insight community we created:
<ul>
<li>Most start participating in MR for money: some are between jobs, SAHMs looking to bring in some cash while allowing them flexibility in scheduling, single moms trying to make ends meet.  Others are simply early on in their lives and could use an extra dollar.</li>
<li>Word of mouth is important; many have heard about research participation from co-workers, friends or family members, and many continue to spread the word.</li>
<li>Most sought out paid research opportunities, though a few were approached by research companies.</li>
<li>They really weren’t sure what to expect when they began.</li>
<li>For many, MR quickly becomes an enjoyable experience; the money is still important, but there are some other motivations including feeling like they are using their time productively and an opportunity to connect.</li>
<li>Despite busy lives full with work, family, and hobbies, most are still what we would call “professional” respondents who participate in research on a regular basis even if they don’t depend on the income they get from incentives.</li>
<li>About a third participate in studies at least once a month. Importantly, they see nothing wrong with this and feel that the “no recent participation” policy of many MR companies is not necessary.  In fact, some feel the opposite is true.  The more projects you’ve done the better respondent you’ve learned to be.</li>
<li>Long, boring grids and repetitive questioning turns many off of surveys.  Filling in endless bubbles is exhausting and the respondents often feel misled.  They’re frequently told the survey will be 15 minutes and it ends up being 45…  This leaves them with a negative impression and can actually be disruptive to their routines.</li>
<li>Most tolerate, but do not enjoy, the recruitment process &#8211; they view screeners as surveys, often long ones, for which they are not always compensated. Going through a screener and then being disqualified from a study ranges from irritating to infuriating &#8211; and creates an environment where respondents are often motivated to lie just to be allowed into a study so that the time they’ve spent already doesn’t go to waste.</li>
<li>There is a real need for respondent education: terminology (survey vs. focus group), why people get screened out or sent home.  While it may not be practical, explaining to the participants on why a study is being conducted or what may be done with the results gives them something to feel invested in.</li>
</ul>
We decided to conduct a quantitative follow-up study with 1,500 people.  This phase, in analysis now, intends to validate (or not) any impact that someone’s creative ability or learning style may have with regard to their research participation.
Tom Anderson of OdinText Analytics has graciously volunteered his skills in helping us navigate this huge lot of data.  A snippet of those results can be found in <a href="http://greenbookblog.org/2016/05/16/look-whos-talking-part-1-who-are-the-most-frequently-mentioned-research-panels/">one of the recent posts on this blog</a>.
We’ll discuss this and more few weeks from now in Atlanta at IIeX.  Hope to have you part of the conversation!
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Our Research on Research Participants project wouldn’t be possible without the support of our partners.  We’d like to thank Critical Mix, Cross Tab, Dub, ProdegeMR, Propeller Insights’ Recruit and Field, Schlesinger Associates, Tango Card, and OdinText Analytics for their contribution.
Join Kerry Hecht, Jessica Broome, and Tom Anderson at <a href="http://iiex-na.insightinnovation.org/home">IIeX in Atlanta</a> for a workshop exploring the qualitative and quantitative findings of the Research on Research Participants project.  In addition, Jessica and Kerry will be hosting a roundtable discussion with actual market research participants invited for this very purpose.
<a href="http://iiex-na.insightinnovation.org/agenda/session/131673">Click here for more information about the workshop</a>. 
<a href="http://iiex-na.insightinnovation.org/agenda/session/131286">Click here for more information about the roundtable discussion</a>.

What Research Participants Say About Research

<a href="https://wp.greenbook.org/mr/wp-content/uploads/2011/05/online-disinhibition.jpg"><img decoding="async" class="alignnone size-full wp-image-2402" title="online-disinhibition" src="https://wp.greenbook.org/mr/wp-content/uploads/2011/05/online-disinhibition.jpg" alt="" width="506" height="338" /></a>
&nbsp;
By Kerry Hecht
It’s a given that within <a href="https://www.greenbook.org/marketing-research/online-qualitative-research-a-powerful-tool-with-amazing-benefits">online qualitative research</a> (blogs, video diaries, forums, chat, etc), researchers get the opportunity to hear consumers talk about their experiences and their feelings towards products brands and services, but is the dialogue ‘real’ enough?
John Suller’s <a href="http://www.enotalone.com/article/2454.html" target="_blank" rel="noopener noreferrer">The Psychology of Cyberspace</a> says:
<blockquote>&#8220;It&#8217;s well known that people say and do things in cyberspace that they wouldn&#8217;t ordinarily say or do in the face-to-face world. They loosen up, feel more uninhibited, express themselves more openly. Researchers call this the &#8220;disinhibition effect.&#8221; </blockquote>
Perhaps the pinnacle of any online research community or ad-hoc online qual study, however, is when, as a researcher, you get to sit back and  hear consumers talk among themselves about  brands,  products and their experiences.
Why is this so powerful? Simply, it provides some of the most candid and unadulterated insight one will ever experience since, as far as the participant is concerned, neither the researcher nor the client (brand) is in the same room and, as John Suller says:
<blockquote>“According to traditional Internet philosophy, everyone is an equal: Peers share ideas and resources. In fact, the net itself is engineered with no centralized control. As it grows, with a seemingly endless potential for creating new environments, many people see themselves as independent-minded explorers. This atmosphere and philosophy contribute to the minimizing of authority.”</blockquote>
These phenomenon and the platforms set a scenario where consumers can literally spew the good, the bad and the ugly without fear of reprisal, backlash or judgment and without the peer pressure associated with real physical presence. For the researcher and the client, it provides an opportunity to hear first-hand the language and experience the passion and gusto consumers use to share their points of view. It delivers truths that are hard to come by elsewhere, in such fashion.
If you’re asking yourself what online research communities can do for you, this should be somewhere near the top of the list.

The Disinhibition Effect

<h2 class="p1">Introduction</h2>
The electric vehicle (EV) industry is undergoing a global transformation, with Brazil making a significant leap forward by opening its first EV factory. Historically, Brazil has been a key player in the global automotive sector, known for its robust manufacturing capabilities and a rich legacy in producing combustion-engine vehicles. However, the global shift towards sustainable and eco-friendly transportation has necessitated a re-imagination of Brazil&rsquo;s automotive strategy.
In recent years, Brazil has confronted various challenges, including environmental degradation, urban air pollution, and the urgent need for energy diversification. In response, the Brazilian government has enacted policies to support the transition to electric mobility, such as tax incentives and investments in charging infrastructure.
This proactive approach is designed to align with international <a href="https://www.greenbook.org/insights/brand-strategy/does-sustainability-sell" target="_blank" rel="noopener">sustainability</a> goals, stimulate economic growth, and enhance public health. The establishment of the first EV factory in the country represents a pivotal moment for Brazil, signaling a commitment to modernizing its industrial landscape and fostering a greener economy.
As Brazil ventures into the EV market, it&rsquo;s essential that one explores consumer attitudes and market trends that will shape the future of electric mobility in the country. Understanding these dynamics will provide insights into how this new industry can thrive and adapt to a rapidly changing global environment.
<h2 class="p2">Economic Implications</h2>
The opening of Brazil's first EV factory is projected to create approximately 1,500 direct jobs in production and assembly, with an anticipated ripple effect generating an additional 3,000 to 4,000 indirect jobs in related sectors such as logistics, maintenance, and services.
As Brazil's electric vehicle market continues to expand&mdash;sales are projected to nearly double in early 2024&mdash;the demand for skilled labor is expected to rise accordingly. BYD, a leading player in this market, is positioning itself to meet this demand while encouraging competition among other international automakers entering the Brazilian EV sector. (<a href="https://electrek.co/2024/04/05/byd-leads-ev-sales-surge-brazil-affordable-electric-cars/">Electrek</a>).
A report from the Brazilian Association of Electric Vehicles (<a href="https://abve.org.br/">ABVE</a>) indicates that the EV sector could create up to 25,000 jobs by 2025, driven by government incentives and burgeoning interest from various manufacturers, including BYD. This growth is seen as a crucial component of Brazil&rsquo;s economic recovery post-pandemic, stimulating job creation in the manufacturing, engineering, research and development, and service industries.
Recent trends show a notable shift among Brazilian car buyers, with many consumers increasingly prioritizing sustainability, fuel efficiency, and environmental impact in their purchasing decisions. This shift is influenced by heightened awareness of climate change, government incentives encouraging electric vehicle adoption, and rising gasoline prices, which are among the highest in the world. The financial strain of these costs makes the long-term savings associated with electric vehicles particularly attractive to Brazilians. The convenience of home charging is also a compelling attribute for many consumers (<a href="https://www.globalfleet.com/en/taxation-and-legislation/latin-america/features/evs-emerging-brazil-which-states-offer-fiscal-incentives?t%255B0%255D=Latin%2520America&amp;t%255B1%255D=FLeet%2520LaTAm&amp;t%255B2%255D=Taxation&amp;curl=1">Global Fleet</a>).
Moreover, favorable tax incentives&mdash;such as exemptions and reductions on the IPVA (annual vehicle tax)&mdash;have been implemented to support the transition to electric vehicles. For example, in Bahia, where BYD has established its factory, the government has introduced tax exemptions for vehicles priced under R$300,000 (approximately $53,000 USD at the time of writing this piece).
These incentives reflect broader initiatives across states like S&atilde;o Paulo and Minas Gerais, aimed at promoting electric vehicle adoption. Additionally, national and local efforts to expand charging infrastructure are bolstering consumer confidence and increasing accessibility when it comes to EVs (<a href="https://cleantechnica.com/2023/07/21/byds-big-bet-in-brazil-is-full-of-promise-cabs-new-factories-finally-a-cheap-ev/">CleanTechnica</a>).
<h2 class="p2">Environmental Impact</h2>
In Brazil, where the electric grid increasingly relies on renewable sources like hydroelectric, wind, and solar energy, the potential for CO2 reduction through electric vehicle (EV) adoption is significant. ABVE estimates that if EV adoption reaches 30% of the total vehicle fleet by 2030, Brazil could reduce its annual CO2 emissions by approximately 6 million tons. This is crucial given Brazil's commitment to a 37% reduction in greenhouse gas emissions by 2025 under the Paris Agreement.
Urban centers like S&atilde;o Paulo, facing severe air pollution, could greatly benefit from the shift to electric mobility. A study by the World Resources Institute (<a href="https://www.wribrasil.org.br/">WRI</a>) suggests that widespread EV adoption could lead to a 30% reduction in urban air pollutants by 2030, improving public health outcomes linked to air quality. Additionally, research from the University of S&atilde;o Paulo indicates that electrifying urban bus systems could save up to 2.5 million tons of CO2 emissions annually by 2025, underlying S&atilde;o Paulo's goal to electrify 20% of its bus fleet by 2024 (<a href="https://jornal.usp.br/radio-usp/frota-de-onibus-eletricos-do-brasil-e-fundamental-para-neutralizar-as-emissoes-de-carbono/">USP</a>).
Ongoing wildfires, driven by deforestation and exacerbated by drought, have worsened air quality across major cities. These fires are part of a broader pattern of environmental degradation in Brazil, affecting ecosystems like the Amazon and Pantanal, and have caused cross-border environmental concerns, impacting neighboring countries like Argentina and Bolivia ​(<a href="https://www.wri.org/insights/brazil-forest-fires-climate-action">World Resources Institute</a>).
The environmental and public health crises linked to the fires add urgency to Brazil&rsquo;s climate policy, particularly as the country prepares to host the UN Climate Conference (COP 30) in 2025. While in a different realm, moving to EVs could help alleviate broader air quality concerns in the region in the absence of an established plan to address ongoing wildfires.
This growing demand for electric mobility signals strong opportunities for manufacturers like BYD, which can leverage consumer interest in sustainability and tax incentives to drive significant growth in the <a href="https://www.greenbook.org/insights/what-are-consumer-reactions-to-electric-vehicles" target="_blank" rel="noopener">EV market.</a>
<h2 class="p2">Regional Development and Infrastructure Expansion </h2>
The establishment of the first electric vehicle factory in Brazil marks a significant milestone for regional development, particularly in Bahia. This strategic location is poised to create a positive ripple effect across surrounding cities, promoting economic growth, infrastructure enhancement, and improved quality of life.
The factory occupies a facility previously used by Ford in Cama&ccedil;ari, Bahia, which closed in January 2021 as part of the company&rsquo;s restructuring efforts. By repurposing this existing industrial site, the new factory benefits from streamlined operations and quicker setup, reflecting a broader trend in the automotive industry where manufacturers are optimizing legacy facilities for emerging technologies ​(<a href="https://cleantechnica.com/2023/07/21/byds-big-bet-in-brazil-is-full-of-promise-cabs-new-factories-finally-a-cheap-ev/">CleanTechnica</a>).
This initiative not only revitalizes the local economy but also plays a crucial role in the sustainable development of Brazil's automotive sector. The factory is expected to generate thousands of jobs and stimulate economic activity in the region. However, the success of electric vehicle adoption and manufacturing in Brazil will largely depend on the development of a robust infrastructure, including charging stations and maintenance facilities.
Currently, Brazil has about 3,500 public charging points, with nearly half located in S&atilde;o Paulo. The shortage of fast-charging stations poses a significant barrier to EV adoption, underscoring the urgent need for investment in this area. Local governments may encounter budget constraints and bureaucratic challenges that hinder infrastructure development. Regardless, the rise of electric vehicles necessitates an expanded charging network, which could, in turn, accelerate investments in clean and renewable energy sources, potentially causing large-scale shifts in the region.
<h2 class="p2">Conclusion</h2>
The inauguration of Brazil's first electric vehicle factory signifies a pivotal moment in the industrialization of the automotive sector, heralding the beginning of a new era defined by sustainable economic development, environmental progress, and public health improvements. This development positions Brazil as a potential leader in the global transition to a green economy, setting the stage for healthier and more efficient urban environments for its citizens.
Furthermore, this milestone has implications that extend beyond Brazil, as it represents a significant turning point for <a href="https://www.greenbook.org/insights/latam" target="_blank" rel="noopener">Latin America</a> as a whole. The region faces mounting pressures from climate change and a growing need for sustainable economic practices, and Brazil's initiative signals a shift toward cleaner transportation solutions that could reshape the automotive landscape across Latin America. By establishing a robust EV manufacturing base, Brazil sets a precedent for its neighbors, encouraging investment in green technologies and the infrastructure needed to support them.
The future of the electric vehicle industry in Brazil looks promising, with the potential to deliver significant economic, environmental, and social benefits. By harnessing the momentum generated by this factory and fostering a supportive policy environment, Brazil can emerge as a frontrunner in the global shift toward electric mobility, advancing sustainability and enhancing the overall quality of life for its population.
<h2 class="p2">For the Market Researcher</h2>
To fully realize these benefits, a strong emphasis on market research will be crucial. Understanding consumer preferences, identifying emerging opportunities, and keeping a pulse on industry trends will be vital for stakeholders aiming to capitalize on this transformative shift. Effective market research will inform strategic decisions for manufacturers and facilitate collaboration among various stakeholders, including local communities, government entities, and large corporations.
As Brazil navigates the challenges ahead, a steadfast commitment to innovation and collaboration will be essential in unlocking the full potential of the electric vehicle revolution. By embracing these principles and leveraging market insights, Brazil can secure a leading role in shaping a sustainable and prosperous future for generations to come, while inspiring broader regional advancements in sustainability and innovation across Latin America.

Brazil’s first EV factory marks a major leap in the global EV industry. Discover the impact of this innovation on Brazil's role in the electric vehicle market.

Powering Up: The Impact of EV Factory Openings on Brazil's Development

This piece at-a-glance:&nbsp;
<ul class="ul1">
<li class="li2">In Latin America, there is a strong emphasis on building close, personal, and authentic connections with audiences, stemming from the region&rsquo;s community-oriented values.</li>
<li class="li2">Top social media platforms across LATAM are Facebook, Instagram, and Pinterest, with YouTube also playing a key role in the region's digital culture.</li>
<li class="li2">Brazil has one of the largest social media markets in the region with its TikTok user-count being around 50 million.</li>
<li class="li1">Social media marketing across the region should be tailored to nuances in each individual country, but should still conform to collectivistic values.</li>
</ul>
Digital marketing has become a cornerstone of business success worldwide, with online campaigns serving as powerful drivers of consumer purchasing decisions across the globe.
In Latin America, digital and social media marketing is experiencing rapid growth. The region has seen a significant increase in the use of social media platforms, which has driven brands to focus on influencer marketing as a key strategy. For example, in 2024, influencer marketing in LATAM grew by 12.6%, with investments in this area expected to surpass $1.12 trillion. This growth is driven by the widespread use of platforms like Instagram, where millions of users engage with influencers and brand content​ (<a href="https://www.fluvip.com/en/post/influencer-marketing-in-latin-america-grows-12-6-in-2024">FLUVIP</a>).
Similarly, in the United States, digital marketing has reached new levels of sophistication, fueled by intense competition and advanced technology. U.S. businesses are increasingly utilizing data-driven strategies, including <a href="https://www.greenbook.org/insights/artificial-intelligence-and-machine-learning/3-ways-to-implement-ai-into-your-market-research-today-ai" target="_blank" rel="noopener">AI and machine learning</a>, to create highly personalized marketing campaigns. The rapid growth of platforms like TikTok and Instagram has further accelerated the adoption of influencer marketing, making these tools indispensable for brands aiming to engage with consumers and influence purchasing decisions​ (<a href="https://www.similarweb.com/blog/marketing/marketing-strategy/digital-marketing-trends/">SimilarWeb</a>).
Global brands entering LATAM are also tailoring their digital marketing efforts to align with local cultural and linguistic preferences, recognizing the importance of social media in driving sales. This approach mirrors the U.S. market, where businesses continuously refine their strategies to stay at the forefront of consumer attention in an ever-changing digital landscape​ (<a href="https://blaksheepcreative.com/digital-marketing/social-media/social-media-marketing-trends-strategies-2024/">BlakSheep Creative</a>).
<h2 class="p2">Cultural and Regional Differences</h2>
Audience reactions to influencers in Latin America and the United States are shaped by distinct cultural and regional factors, which significantly influence the effectiveness of marketing strategies.
In <a href="https://www.greenbook.org/insights/focus-on-latam/latin-america-embracing-globalization-and-technology-for-a-brighter-future" target="_blank" rel="noopener">Latin America</a>, there is a strong emphasis on building close, personal connections with audiences. This is reflected in the preference for influencers who engage authentically with their followers, creating content that resonates on a personal level. The region's community-oriented cultural values emphasize trust and relatability, which means that influencers who can genuinely connect with their audience often see higher engagement rates.
However, marketing campaigns in LATAM need to be adapted to specific countries within the region, as strategies that work well in Brazil might not be as effective in Mexico or Argentina, for example. Each country has its unique sociocultural dynamics, and successful campaigns must be tailored to reflect these nuances (<a href="https://www.commisceo-global.com/blog/three-steps-marketing-to-the-hispanic-and-latino-community">Commisceo-global</a>).
In contrast, the influencer market in the United States is more diverse and segmented by specific niche interests. U.S. influencer marketing typically relies heavily on data and detailed analysis to target audiences more directly and efficiently.
The maturity of the U.S. market means that consumers are more discerning, often valuing authenticity and transparency in influencer partnerships. With the country&rsquo;s vast size and varied demographics, marketing strategies also need to account for regional differences (much like in Latin America), but in the U.S. there is currently stronger emphasis on leveraging data to refine and target messaging (<a href="https://www.similarweb.com/blog/marketing/marketing-strategy/digital-marketing-trends/">SimilarWeb</a>).
<h2 class="p2">Platforms and Trends</h2>
In the past 12 months, social media trends in Latin America and the United States have shown distinct preferences and growth patterns.
In Latin America, the dominant platforms are Facebook, Instagram, and Pinterest, with YouTube also playing a key role in the region's digital culture. Instagram is particularly noteworthy, as it has seen significant growth, especially among younger generations, becoming a crucial platform for influencers and brands targeting this demographic.
YouTube remains a major platform with millions of followers, where influencers exert substantial influence on digital culture across the region (<a href="https://gs.statcounter.com/social-media-stats/all/south-america">gs.statcounter</a>). <a href="https://www.greenbook.org/insights/executive-insights/the-rise-and-rise-of-tiktok" target="_blank" rel="noopener">TikTok</a>, however, has been the standout, experiencing exponential growth over the past year. In Brazil, TikTok boasts over 50 million monthly active users, making it the go-to platform for Gen Z and a central hub for emerging digital trends (<a href="https://www.emarketer.com/content/tiktok-now-has-more-than-100-million-users-latin-america">Emarketer</a>).
In the United States, Facebook continues to lead as the most widely used social media platform, followed closely by Pinterest, Instagram, and X (formerly Twitter), all of which share similar usage rates among the population (<a href="https://gs.statcounter.com/social-media-stats/all/united-states-of-america">gs.statcounter</a>).
TikTok, though slightly behind these platforms, has seen a rapid increase in user adoption. It has already captured the attention of most teenagers and is now actively used by about one-third of the adult population. Brands and influencers in the U.S. are increasingly leveraging TikTok's viral and creative potential, capitalizing on its ability to quickly spread trends and engage a broad audience across various demographics.
<h2 class="p1">Conclusion</h2>
These insights are vital when to understanding how to best guide out clients looking to work within LATAM. Depending on the region, the level of investment in influencer marketing might vary, and understanding these dynamics will help us make informed decisions and give informed recommendations that align with our client&rsquo;s goals.
Additionally, by staying up to date on these trends, one can tailor their research to better compare and predict the effectiveness of marketing strategies in different markets, ensuring that our research designs are relevant and impactful.
A lot of companies in the U.S. conduct market research studies in Latin America to understand local consumer behaviors and preferences better. This cross-regional research is crucial as it helps companies navigate the distinct cultural and economic landscapes, enabling them to develop more targeted and effective marketing strategies.
By understanding the nuances of Latin American markets, U.S. companies can optimize their influencer marketing efforts, ensuring they resonate with local audiences and drive better outcomes. Market research insights can guide businesses in making these informed decisions about where and how to invest in influencer marketing across different regions.

Discover the nuances of influencer marketing in LATAM and the U.S. Explore audience preferences, trends, and the connections between creators and followers.

How Influencers Connect with Audiences in Latin America

Navigating the bustling streets of Salvador, Brazil, presents a complex challenge, particularly for the diverse community of the Federal University of Bahia (UFBA). From the labyrinthine alleys of Pelourinho to the bustling avenues of Barra, each journey encapsulates a commute and a narrative of resilience, challenge, and aspiration.
In this article, we&rsquo;ll embark on a journey through the urban mobility landscape of UFBA's community, peeling back the layers to reveal the human stories that animate Salvador's transportation network. Beyond data, we&rsquo;ll delve into the highs and lows experienced by students as they traverse the city.
Our exploration extends beyond the campus confines, situating urban mobility challenges within the broader socio-economic tapestry of Brazil. Within Salvador's streets, the palpable echoes of socio-spatial segregation reverberate, perpetuating disparities that seep into the daily lives of residents, shaping their health, educational opportunities, and socio-economic prospects.
As we dissect the daily transportation experience, it becomes evident that addressing transport gaps alone is insufficient. The plan must confront the underlying social and economic inequities woven into the fabric of the city, recognizing that true mobility encompasses not just physical movement but also social inclusion and justice.
<h2 class="p2">Why was UFBA the Chosen Subject for this Article?</h2>
UFBA stands as a microcosm of Salvador's vibrant social tapestry, encapsulating a diverse array of backgrounds, experiences, and aspirations within its student body. As one of Brazil's premier educational institutions, UFBA attracts students from across the country, fostering a rich blend of cultures, perspectives, and socio-economic backgrounds.
[related-article title="How Uber Is Using Motorcycles To Navigate Across LATAM" url="https://www.greenbook.org/insights/focus-on-latam/how-uber-is-using-motorcycles-to-navigate-across-latam"]
This diversity not only mirrors the broader demographic landscape of Salvador but also offers a unique lens through which to examine urban mobility experiences. By focusing on UFBA's community, this article aims to capture the varied realities faced by individuals from different walks of life, shedding light on how urban mobility intersects with education, social dynamics, and quality of life.
Moreover, UFBA's central location within Salvador provides an ideal vantage point from which to assess the effectiveness and impact of PlanMob Salvador on a localized scale, offering insights that can inform broader urban planning initiatives in the city and beyond.
<h2 class="p2">What Did We Do to Understand the Needs and Complaints of the University&rsquo;s Population?</h2>
Using Barbetta's formula, a sample of 403 people within UFBA was meticulously selected to ensure diversity in courses, semesters, and administrative roles, including 12.6% faculty, 15.8% administrative staff, 66.2% students (undergraduate and postgraduate), and 5.4% in other roles. We explored their transportation preferences and challenges.
A comprehensive questionnaire, distributed through email, WhatsApp, and in-person interactions, covered demographic data, user satisfaction, knowledge about mobility, and social participation in PlanMob.
<h2 class="p2">Drumroll, Please: Here's the Lowdown from Our Survey!&nbsp;</h2>
Notably, 42% opt for private transportation, 10.6% choose shared options such as Uber or taxis, 39.7% rely on public transport, 4.3% prefer walking, and 3.4% use bicycles. Over 50% of the sample favor individual transportation, highlighting a predominant reliance on personal vehicles for daily commuting. The mobility report card reveals a mixed sentiment among students, with safety, infrastructure, and travel time emerging as crucial factors shaping their experiences.
While the city&rsquo;s government seems satisfied with the urban mobility solutions implemented over the past 5 years, participants' perceptions of transportation modes don&rsquo;t rise to the same level of satisfaction. Private and shared transportation receive higher safety ratings but fall short of the desired satisfaction level. Walking and public transport, perceived as less secure due to user exposure, receive notably lower safety scores. This shows that there is a tradeoff between safety and other traits users desire, such as cost and infrastructure.
The infrastructure ratings expose critical areas for improvement, with walking and cycling garnering the lowest scores. These findings underscore the urgent need for enhanced infrastructure to sustainably promote more active and lower-cost modes of mobility.
<h2 class="p2">Call to Action: Unveiling Urban Mobility Realities</h2>
The findings from our mini-study tell us about the challenges and call for action. UFBA&rsquo;s university community, through their mobility journeys, emphasizes the need for enhanced public transit, pedestrian-friendly infrastructure, and improved safety measures. What can we take from that? Urban mobility isn't just about getting from A to B; it has deep intersections with class.
Either mobility projects allow for user-friendly, easy movement, allowing all people, regardless of their monetary standing, to move around the city (e.g., by having cheap and accessible public transportation, safe walking paths, and de-centralizing cars as the main form of transportation), or they widen current socioeconomic gaps by making it more difficult for low-income people to move around the city (e.g., by requiring cars).
Of course, this deeply impacts market forces. As market researchers, we need to be cognizant of the micro-economies that we&rsquo;re engaging with. Whether our consumers are living within 15-minute walkable cities or vast, sprawling autopias drastically changes the ways in which they live and shop. For those living in the US, think about the differences in economy between New York City and Los Angeles.
So, as cities in LATAM, such as Salvador, aim to transition from car-dominant economies to more walkable and tightly-knit communities, we need to remember the implications of such shifts for our clients and partners. Consumption looks vastly different if you&rsquo;re sitting in a car all day versus strolling through the streets - let&rsquo;s meet consumers where they are.

Dive into Salvador's urban mobility with UFBA, a renowned university in Brazil. Uncover the dynamics of Bahia's capital through a detailed exploration.

Navigating Salvador's Transportation Landscape

El Salvador, a small country in Central America, experienced a notable boost in tourism in the 1960s. This crucial era marked the emergence of organized tourism, and during this transformative decade, important efforts were made to lay the foundation for the tourism industry&rsquo;s later development.
In this era, the Instituto Salvadore&ntilde;o de Turismo (ISTU) was created, an agency authorized to promote the sector's development. At the same time, the financial sector was given support for tourism enterprises, such as the Economic Development Fund (EDF). The EDF was given out by the Central Reserve Bank in 1966, and it introduced lines of credit designed to boost investment in tourism infrastructure.
Although these initiatives were intended to boost infrastructure, the tangible impact remained modest. However, in the following decades, different strategies and programs emerged, achieving more significant economic growth. Of course, there were barriers to this growth, which we&rsquo;ll explore in more depth below.
<h2 class="p1">Exploring the Growth of Tourism Since the 1960s</h2>
In 1979, El Salvador underwent a civil war that lasted until 1992. With the increase in violence, the country was no longer considered safe for travel, and the tourism sector was decimated. Upon the war&rsquo;s end, El Salvador began to recover, but the country's image as a tourist destination had been marred by the war.
[related-article title="Travel In LATAM: A Look at the Current Travel Behaviors of Latin Americans" url="https://www.greenbook.org/insights/focus-on-latam/travel-in-latam-a-look-at-the-current-travel-behaviors-of-latin-americans"]
On top of that, the civil war was a destabilizing force sociopolitically - food insecurity, poverty, and gang violence filled the vacuum left behind. The specter of past militarized violence, and the lived experience of current more decentralized violence, further broke down the ability for the tourist sector to rebuild after the war. More drastic change was needed.
Jumping forward quite a bit from the years following the war&rsquo;s end, one arrives at the Covid-19 pandemic. During the COVID-19 pandemic, El Salvador, like many other countries worldwide, faced unprecedented challenges. Border closures and mobility restrictions dealt a severe blow to the already challenged tourism sector, causing widespread disruption to businesses and livelihoods. However, despite the adversity, by 2022, El Salvador managed to recover 96% of pre-pandemic tourism.
<h2 class="p1">Recent Government Initiatives and Policies</h2>
In recent years, the current administration of President Nayib Bukele has implemented policies focused on improving security throughout the country, significantly boosting tourism. Simultaneously, various strategies have been deployed to improve infrastructure and revitalize key tourist destinations, with the restoration of the Historic Center of El Salvador being one of the most notable transformations.
At the same time, efforts are underway to promote initiatives such as Surf City, which aims to improve El Salvador's coastal areas and attract investment. Successful surfing competitions have recently been held in El Salvador, solidifying its attractiveness as a top choice for surfers worldwide.
The recent implementation of the National Tourism Plan 2030 presents a series of strategies to be developed in the coming decade to bolster the tourism sector as one of the main socio-economic engines of the country. Marketing strategies have been an essential part of tourism growth thus far and they constitute some of the action in Plan 2030. Building tourism in El Salvador would put it on the international radar and motivate investment, thus generating employment and benefiting the overall economy.
According to the latest trends report from WTTC and ForwardKeys, for the first half of 2024, El Salvador has demonstrated an impressive 157% growth in tourism compared to the same period in 2019. Building on this momentum, the WTTC projects that El Salvador will emerge as the leader in international tourist arrivals in Latin America for the January to June period this year.&nbsp;
These projections align with the growth forecasts set out by the Ministry of Tourism (Mitur), which anticipates approximately 3.8 million foreign visitors in 2024. If this estimate is achieved, it would surpass the historical milestone of 3.4 million arrivals recorded in 2023, with the consequent generation of foreign exchange estimated at US$3.793 million.
As market researchers, we want to be ahead of the curve. We want to see emerging trends, markets, and brands before they&rsquo;ve made themselves obvious. What the data and strategy from El Salvador tell us is that it is one such market. When we advise our clients, forecast the next few years, and seek out participants, it&rsquo;s important to keep this rising market in mind.

Uncover the reasons behind the surge in tourism in El Salvador, explore the implemented strategies, and understand the broader economic impacts of this trend.

The Evolution of Tourism in El Salvador: Strategies, Challenges, and Economic Impact

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NewtonX

We’re the only B2B research company that solves the challenges of today’s insights leaders by connecting them with verified business expertise.

B2B Research - General

Market & Competitive Intelligence

Advertising Research - General

General - Healthcare

Online Panels

Surveys

International Consumer Market Research

Online Communities - MROC

Western Europe

Consultation

Sampling

Focus Groups

Customer Satisfaction

Product Testing

Website Usability / UX

Proprietary Panels

Financial Industry

Africa / Middle East

CX - Customer Experience

Artificial Intelligence / AI-Powered Platforms

Brand Positioning

Gaming / Gamers

Product Market Research

Telecommunications

Survey Recruiting

Survey Programming

Brand Equity

Brand / product / service launch

Conjoint Analysis / Trade-off/Choice Modeling

Product Development

Advertising Effectiveness

Brand Image Tracking

Media Market Research

Price / Pricing

Field Services

Bulletin Boards

African-American

Hispanic / Latino

Construction Industry

Pharmaceutical - Prescription Medicines

High Technology

Utilities / Energy

Segmentation

Statistical Analysis

Asia

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Data & Analytics

Consulting

The Sound is a Global Consumer Exploration, Brand Strategy and Product Innovation agency, applying leading edge market research techniques, technologies and marketing models to solve client brand, marketing, communications and product challenges. 
 
 
We are a team of brand experts, strategic researchers, idea generators, and cultural anthropologists with offices in Chicago, London, and Vancouver and a team all over the world. We provide clients with the insight, inspiration, and strategy needed to answer the brand challenges most important to their business all over the world.
 
 
Brand Strategy
We believe in deeply understanding nuances to help brands sharpen their reason for being. We guide brands towards the truth of what they genuinely stand for… and how it can be reflected in everything they do.
 
 
Consumer Exploration
We believe in breaking down barriers between brands and the people who matter most to them. We tirelessly dig deep to uncover what people really do and why they do it. And we deploy innovative research methods to get as close as possible to people and their lives.
 
 
Product Innovation
We believe that innovation emerges at the nexus of market and cultural opportunity and the problems people need solving. We imagine and design strategic ideas that inspire brands to find new possibilities with positive commercial impact.
 
 
We solve brand strategy, product innovation, and consumer understanding problems.

The Sound

We help brand owners and ad agencies understand people and solve marketing challenges.

10K Humans (formerly Echo Market Research)

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Research Solutions

Industries & Demographics