7 Consumer Trends Among the Latin American Generation Z

Generation Z (born between 1997 and 2012, currently aged 12 to 27) are taking over first place in regional demographics for the first time in history. In 2024, they number an estimated 169 million (also known as Zoomers or Gen Z) in Latin America¹, which, in a population of 663 million, represents 25%. By 2030, Zoomers in Latin America will account for 34% of the population.²

This change in Latin American demographics is part of a global trend, with Gen Z also representing 25% of the population worldwide. In addition, the influence of Zoomers has been found to be far greater in developing economies, underscoring their importance in terms of marketing and market intelligence to Latin America and other emerging markets. In sub-Saharan Africa, for example, Gen Z currently make up 33% of the population; in South Asia, they are 28%, while in regions such as Europe they account for just 17%.³

Spending by Latin America’s Generation Z Will Increase by US $192 Billion by 2030

For marketing experts and consultants in Latin America it is vital to analyze and adapt products and marketing tactics with a focus on Generation Z, their needs, and their values. There are a couple of reasons for doing this:

First, Generation Z is already leading spending. According to Wolfgang Flengler,⁴ CEO of World Data Lab, comparing the current average spending of 25-year-olds of this generation to that of Gen X and Millennial spending at the same age, we notice that Gen Z youth spend 25% more than Millennials in North America and Europe, and roughly double in the South Asia region.

In Latin America, Gen Z spending is also higher and more significant than that of other generations, and will grow by about US $192 billion between 2024 and 2030.⁵ The key year 2030, as by then most Zoomers will be part of the labor market.

Secondly, trends in spending, preferences, and purchasing attitudes will directly influence the demand for new products (and how they are bought) over the next few years. Gen Z women, for example, expect to spend more on personal-care items and services—including vitamins and supplements—than those of Gen X and Baby Boomers.⁶ We recommend exploring this in more detail in our article on the products in most demand among the Latin American Generation Z.

Below are seven key Generation Z trends in Latin America.

1. They Lead in the Use of Artificial Intelligence

Generation Z is currently the group adopting artificial intelligence the most in Latin America: 62% already use it actively,⁷ even above millennials.

For Gen Z, AI is not a technological novelty but an everyday tool that improves searches, speeds up tasks, and provides fast recommendations. They don’t expect everything to be 100% human; they expect transparency and usefulness.

From a marketing standpoint, this pushes brands to think about their positioning in AI-driven engines—an approach similar to SEO, but with different requirements. Content authority is one of the most critical factors: algorithms from engines like Google prioritize signals of originality and thematic authority, and they are penalizing brands that publish superficial or loosely related material. To remain visible—and credible—marketers need to focus on unique, well-supported content that stays tightly aligned with the brand’s nature and subject matter.

2. Big Appetite for Financial Products

From an early age, Zoomers are already thinking about investment and financial care products, which contrasts with the fact that they are the generation with the least stress from financial causes.⁸ For Gen Z, “making money is a priority”: 97% are stability seekers, 63% are savers, and 59% are budgeters, according to a report by Samy (2024).⁹

Looking at the use of financial instruments, the “Ready for the Zoomers?” report by Human8 (2024)¹⁰ notes that 72% of Gen Z have made investments in the last year. Regarding how they educate themselves on financial matters, they are self-taught. Half of them follow “fin-fluencers” (financial influencers), primarily on the social media platform TikTok.

Top among the financial products most widely used by Gen Z are education savings (30% of Zoomers). In second place are shares, with 25% of Gen Z investing in them. In third place are cryptocurrencies, which about 20% of Latin American Gen Z invest in.¹¹

3. They Have More Social and Environmental Awareness

Generation Z is marked by major socioeconomic and environmental events, including the COVID-19 pandemic in 2020, and Greta Thunberg’s climate demonstrations in mid-2018. This has brought about a set of values in which morality is important.¹²

For companies, it amounts to consumers who are willing to pay more for brands that:¹³

• Treat their employees and suppliers fairly (78%)
• Try to have a positive impact on society (76%)
• Run their business sustainably (69%)
• Have inclusive practices (68%)
• Belong to a women (39%)
• Belong to people of African descent (36%)

While brand loyalty in Generation Z is less robust than in previous generations, brand communication is crucial. According to Human8, three out of five Gen Z consumers in Latin America want brands that are willing to engage with social issues. This is most prominent in Colombia, where 65% of consumers want brands that will take a stand. At the same time, a significant 39% of Latin American Gen Z consumers refuse to buy brands that are not sustainable. It is important to remember that Gen Z consumers are selective and adaptable, willing to try out new options if they are more aligned with their values.

Some Latin American brands are already getting ahead of this. Sonomi Omori (2022)¹⁴ cites the notable case of the Bimbo Group, which in May in 2022 announced its new corporate strategy based on three essential precepts: food diversity (with food options for vegetarians and vegans), environmental care, and contribution to communities.

There is also another point for brands to consider. According to Human8, Gen Z also want to be understood, and they look for original brands:

• Three out of five Gen Z consumers in Latin America pay attention to a product’s customization and co-creation process
• 55% of Zoomers in Latin America look for brands that allow them to have original products which reflect their identity
• 51% of Latin American Gen Z are willing to pay more for brands with a sense of humor

4. They Prioritize Authentic Experiences

Latin American Gen Z enjoy nature and outdoor activities, as well as travel and music. According to the Samy report:¹⁵

• 77% are nature lovers, looking to get out of the house to relax or connect with other people
• 58% consider travel a priority
• 51% are lovers of festivals and concerts

In terms of travel experiences, Samy’s report raises a very interesting comparison between current Gen Z consumers and Millennials (another major tourism segment). The main differences are that the Gen Z like to save on their trips. They seek authentic and immersive experiences with the local community, as opposed to luxury.

5. They are Knowledgeable Buyers

Zoomers are by nature well-informed consumers. As digital natives with knowledge of broad online information sources, there is little that escapes them. The Samy report mentions that:

• Seven out of ten Gen Zers in Latin America research a product online before buying it
• 62% take time to look for the best deals
• 58% talk to friends or family about new products and services
• 57% are faithful to brands they like

This also coincides with the NielsenIQ report (2024):¹⁶

• Two out of five Gen Z consumers in Latin America compare prices of different brands before choosing.

This breaks a deep-rooted myth about Gen Z that sees them as compulsive buyers. However, this is only partially true: three out of five (57%) Gen Z consumers in Latin America let themselves get carried away by impulse purchases, according to the Samy report. But note—this kind of attitude is especially prominent toward brands and products that Gen Z already know and love.

In fact, the recent NielsenIQ report reveals Gen Z as rather cautious consumers:

• Nearly half (47%) of Gen Z in Latin America say they plan before buying to administrate costs
• 59% of Gen Z consumers in Latin America say they buy only what they are going to use to avoid waste

For marketing professionals, this informed attitude of the Gen Z consumer breaks with the old paradigm where this segment was thought to be reachable with engaging content at the early stages of the funnel. Conversely, according to a recent study by the agency Archrival for Vogue Business, Generation Z has broken the classic marketing funnel. When this segment were compared with Millennials in the United States, analysts concluded the new stages are:

1. Inspiration
2. Exploration
3. Community 
4. Loyalty

Particularly during the Exploration stage, Gen Z consumers are remarkably avid researchers, with social media being the main tool they use. They are also patient consumers, or rather hunters, very much on the lookout for offers. You can read the study’s conclusions here.

6. They Use Networks as a Primary Source of Information

For Generation Z, social networks are not just entertainment spaces: they have become their primary source of daily information. This group spends more than 48 hours per month on platforms like TikTok and Instagram, where they combine news, reviews, tutorials, and updates in a single continuous stream. Their favorite platform is Instagram, where they spend about 74 minutes per day.¹⁷ The speed of audiovisual formats makes these channels the starting point for understanding what to consume, which trends to follow, and how to interpret the world around them.

According to the Samy report, marketing with influencers is also still relevant for this generation. More than half of Zoomers in Latin America (52%) follow influencers and trust their opinions on topics and products.

But they have to be smart: Zoomers, as we mentioned earlier, are well-informed consumers. Even if they do trust the influencers they follow, they can spot content that is inauthentic, at the risk of the influencer losing credibility. That is why originality is so important. In fact, on platforms like TikTok and Instagram, native advertising models have emerged with influencers inserting advertising into the traditional format of their videos, by working the brand itself into their sketches.

However, the effect of these strategies in terms of conversion through social media is still minimal among Generation Z. According to the NielsenIQ report, a mere 13% of Gen Z in Latin America have made purchases through social media channels (this includes influencer links, in-app purchases, sponsored ads, and live streams). It may be partly because Generation Z is still a young audience with limited spending power. But it’s also because this type of advertising performs better in branding and top-of-funnel strategies.

7. They Are Wellness Seekers

When it comes to shopping, Gen Z are prioritizing their quality of life, wellness, and comfort. Two out of five Zoomers in Latin America invest in the latest technologies because they believe it saves them time and improves their lives, according to the NielsenIQ report. In addition, 63% of Latin American Gen Z say they would try a new product designed to help them achieve their health and wellness goals. This behavior is higher in Mexico, reaching 69%.

It makes sense if we analyze Generation Z’s current set of values, in which wellness is a fundamental precept. In Mexico, the same NielsenIQ report mentions that over half of Gen Z (52%) have purchased products that help with weight control or weight loss. Therefore, “investing in attributes related to health and wellness for product innovation aimed at Generation Z will continue to be profitable for manufacturers and retailers looking to attract this cohort.”

If we combine this trend with the previous one on social media platforms, we see that a sizeable 40% of Zoomers might instantly purchase a product they have seen before on social media, say NielsenIQ.

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Sources:

1. NielsenIQ, GfK & World Data Lab (2024). Reporte sobre el gasto mundial de la GenZ – Industry & Insights Brasil ↩︎
2. Human8 (s.f.) Ready for the Zoomers? GenZ report: Latin America edition. ↩︎
3. Flenger, W. (July 16, 2024). “Gen Z’s Growing Consumer Power.” Project Syndicate ↩︎
4. Flenger, W. (July 16, 2024). “Gen Z’s Growing Consumer Power.” Project Syndicate ↩︎
5. NielsenIQ, GfK & World Data Lab (2024). Reporte sobre el gasto mundial de la GenZ – Industry & Insights Brasil ↩︎
6. McKinsey & Company. “Mind the Gap” Newsletter, June 18, 2024, edition. ↩︎
7. Rodríguez, M., Perez de Rosso, A. (2025). ¿Cómo están pensando, sintiendo y actuando los consumidores latinoamericanos? Bain & Company ↩︎
8. Human8 (s.f.) Ready for the Zoomers? GenZ report: Latin America edition. ↩︎
9. Samy & Capture Intelligence (2024). Gen Z LATAM: Mitos, Verdades & Tendencias ↩︎
10. Human8 (s.f.) Ready for the Zoomers? GenZ report: Latin America edition. ↩︎
11. Human8 (s.f.) Ready for the Zoomers? GenZ report: Latin America edition. ↩︎
12. NielsenIQ, GfK & World Data Lab. (2024). Reporte sobre el gasto mundial de la GenZ – Industry & Insights Brasil ↩︎
13. Human8 (s.f.) Ready for the Zoomers? GenZ report: Latin America edition ↩︎
14. Sonomi Omori (July 2022). Gen Z’s growing influence in the Latin American consumer market. Mitsui & Co. Global Strategic Studies Institute Monthly Report ↩︎
15. Samy & Capture Intelligence (2024). Gen Z LATAM: Mitos, Verdades & Tendencias ↩︎
16. NielsenIQ, GfK & World Data Lab (2024). Reporte sobre el gasto mundial de la GenZ – Industry & Insights Brasil ↩︎
17. AMI. (August 21, 2025). Mapping Online Media Consumption in Latin America 2025 ↩︎

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