Gen Z in Latin America: Myths, Truths & Trends

A Capture Intelligence study
2024

Gen Z, born between the late 1990s and mid-2010s, is revolutionizing the market. For brands, understanding their values and behaviors is crucial to staying competitive.

There are many preconceived ideas about them, from their relationship to mental health to their focus on education and the environment.

But, how is the reality in Latin America?

 

We decided to conduct a study that delves into what GenZ are really like in Latin America, considering unique cultural and socioeconomic factors, to find out the actual trends for them, what’s truth and what’s just a myth.

We used a combination of surveys and Social Intelligence, supported by machine learning and NLP tools, to get an accurate and detailed view of this generation.

It is worth remembering that what is said about Generation Z globally does not always apply to Latin America.

Here, there are cultural, socioeconomic and regional factors that make a difference in their attitudes and behaviors.

To unveil the reality, we focused on five key areas to determine what is

TRUTH and what is MYTH about this generation.

What will you find in this report?

Mental Health

Is mental health also a priority for LATAM’s Generation Z?

Anxiety, Stress & Depression: The three most popular conditions.

Activism and social causes

Is caring for the environment a priority for this generation? Does this outweigh activism, politics and social crises?

Entertainment

What is the real entertainment? Where are young Latinos digitally?

Zoom Ins
– Travel & Tourism: how do Z’s travel?
– House life: what do they do on a day-to-day basis?
– Art and expression: how to understand their passions

Money & Finance

Is making money really a priority for them? Are they looking for, Stability, Saving, what is their financial life like? What do they spend on?

Social media and Influencers

Where are they more present? have they lost trust in influencers? is it true that they use TikTok more than Google?

Has Generation Z stopped trusting influencer marketing?

SO… Then what?

Is it possible to…

  • Be the favourite brand of them
  • Find your niche
  • Be physital 

The short answer: yes.

The long one:
scroll a bit more 

In a context where market research has become fragmented, we believe that a conscious research project conducted through a variety of sources provides a more holistic view and, therefore, greater impact.

 

Camila Angio
Head of Research & Insights at Capture Intelligence

DOWNLOAD THE PAPER
About CAPTURE INTELLIGENCE & this paper

SETTING THE SCENE

Generation Z, born between the late 1990s and 1990s to the mid-2010s, is redefining the market. They are digital natives and strong voices on social channels. For brands, understanding their priorities and behaviours is essential for brands.

APPROACH AND METHODOLOGY

At Capture, we decided to conduct a study that delves into what Z’s are really like in Z’s are really like in Latin America, considering unique and socio-economic factors.

We used a combination of in and social intelligence, supported by machine learning machine learning and NLP tools such as ParseR, to gain an accurate and detailed and detailed view of this generation.

ABOUT US

We are a global language analytics agency. Our end-to-end solutions enable us to listen to what’s out there, digest and interpret insights, and use our learnings to empower your business decisions in 10 native languages.

Whether that’s on social, through forums, or customers’ feedback. There’s always a voice to be heard, an audience for you to connect with, and something new to learn about them. Because when you listen, you give your brand the best chance of success.

Find more about us and our tools in captureintelligence.com