Versus: LATAM's Gen Z Report
A radically empathic framework for deciphering Latin America’s complex youth.
Latin America is facing a youth-led reconstruction of its regional identity. Gen Zs are assuming their rightful role as shapers and makers of emerging culture while challenging preconceived notions of what it means to be young in Latin America.
The Versus Gen Z report is a one-of-its-kind thought piece that challenges how generational studies are conventionally conducted. It rejects the industry’s tendency to over-generalize Latin America, primarily trust foreign data and polarize generations, and instead strives to explore the gray areas and grasp the local nuances of our region with the hopes of inspiring brands to reevaluate how they work with Gen Zs.