The Future 100: Latam 2024

An essential guide for the coming year.

We present The Future 100 Latam, a selection curated by the VML Intelligence team of the 20 most relevant global trends in Latin America, supported by quantitative data that allows the waves of change to be dimensioned.

Prepare for the future and immerse yourself in trends that range from creativity to cultural connection.

Join us on a journey into the world of tomorrow, a world faced with a bewildering amount of new technology; people crave authentic human interaction more than ever.

We have a deep and rich 2024 ahead, which will usher in a significant slowdown for people and businesses after years of rapid acceleration.

Community and connection at scale promote increased shared experiences, and people demand that the full spectrum of emotions be engaged.

The future awaits

*You'll download the report in Spanish

Some highlights include:

#01

Emotioneering

What began with a search for “joy” in the post-pandemic is evolving into other broader emotions.

#05

Prosocial effervescence

There is a growing opportunity for brands to design collective experiences that promote belonging, connection, and community at scale with friends and strangers alike.

#09

Nature rights

Legal protections for nature are gaining ground. A fight for the rights of natural ecosystems will define the next decade.

#17

Omnilingual tech

From understanding to preservation, AI will undoubtedly allow us to change how language is seen and experienced in LATAM.

#20

The AI workforce

How is AI changing the LATAM workforce landscape?

#32

Fanspiration

Groups of fans and influencers are inspiring their favorite brands to innovate using social media as the primary vehicle.

#41

Gen A palates

Generation Alpha is a digitally native generation with unlimited potential looking to have fun with their food, challenging brands to look beyond traditional barriers.