The Future 100: Latam 2023

For yet another year, we present the special edition of Future 100 Latam, focused on the main trends to follow in 2023 in Latin America.

The Wunderman Thompson Latam intelligence team has selected the 20 most relevant trends that place the region as a key player in global transformations and not just as a reflection of other latitudes.

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Some of the trends highlighted in the Future 100 LATAM are:

The Artisan Wave

Ola Artesanal — Esmeralda Marquez, Founder Merecoy. Image: Business Insider Mexico

Disaffection with the daily grind is driving an artisan renaissance.

The investigation shows how apathy to the daily grind is fueling a craft renaissance. What started with the micro-entrepreneurial trend two years ago is now evolving into a new craft economy that could redefine the way we work and the way we shop at the same time.

Multiversal Brands

Multiversales — Bafocalipse Campaign. Client: Listerine. Image: Wunderman Thompson Brazil

Established brands are dropping limited edition products cloaked in the mystique of futuristic technology.

According to the report, big brands are launching limited-edition products that leverage the mystique of futuristic technology. As explained, many of them (leveraging on the growing need for new consumer experiences) are creating exclusive products for the "metaverse" whose particularity is that they do not depend on physical characteristics, but on controlled and measurable virtual tools.

Cocreative Commerce

Co Creativo — adidas "Adiverse" in Lollapalooza Festival, Brasil. Image: hypebeast.com

Could the next era of retail see users cocreating brands’ virtual products and storefronts?

The report suggests that the future of virtual retail will be co-creative. Creativity and collaboration are becoming the new status symbol of the nascent Web3 era and brands are adjusting their virtual activations to interchange creativity and co-creation alongside traditional products.

Equity Benefits

Equitativos — @_lametropolitana. Image: Instagram

Inclusive companies are going beyond traditional benefits to improve the lives of all their employees, especially those who have been traditionally marginalized.

According to the Future 100, companies that truly want to be leaders on issues related to diversity, equity and inclusion must direct their internal business objectives beyond the unique benefits for all. They emphasize that it is necessary for them to aspire and focus on understanding the lives of their workers, proposing systems that materialize their efforts in terms of equality.