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The Latin American shopping journey doesn’t fit global formulas. Between the barrio and the phone feed, between budget constraints and the pull of desire, consumption in the region reinvents itself every day — following its own logic, far from the conscious-consumption narratives that come from abroad.
Pulso Latino is a series of studies by CBA B+G investigating the cultural tensions and movements shaping consumption in Latin America. In this issue, Between Barrio & Feed, we explore how proximity, technology, and financial pressure are reshaping the Latin American shopping journey.
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Latin American consumption doesn’t operate in extremes. The same consumer who splits a purchase into twelve installments also haggles over prices at the market, switches supermarket chains chasing a promotion, and still allows themselves a small pleasure at the end of the month.
Pulso Latino — Issue 02: Between Barrio & Feed starts from a global trend — underconsumption — to understand what it means on a continent where consuming less has never really been a choice. It’s between the barrio and the feed, between restraint and impulse, between tradition and digital innovation, that today’s Latin American shopping journey takes shape.
Latin American consumption doesn’t operate in extremes. The same consumer who splits a purchase into twelve installments also haggles over prices at the market, switches supermarket chains chasing a promotion, and still allows themselves a small pleasure at the end of the month.
Pulso Latino — Issue 02: Between Barrio & Feed starts from a global trend, underconsumption, to understand what it means on a continent where consuming less has never really been a choice. It’s between the barrio and the feed, between restraint and impulse, between tradition and digital innovation, that today’s Latin American shopping journey takes shape.
These numbers make sense when connected to the behaviors, narratives, and choices that cut across entire categories.
More than mapping trends, Pulso Latino — Issue 02: Between Barrio & Feed looks at the tensions and frictions that help explain where Latin American consumption is heading — and why.
In today’s landscape, the brands gaining relevance are the ones that:
Pulso Latino exists to support strategic decisions in this space.
*By submitting your information, you agree to receive our communications.
