Just as the American baby boomers did when they took control of the job market in the USA, the last high-fertility generation in Latin America will transform social norms and increase household wealth as they enter the most productive stages of their lives.

While China continues to be draw investment for export manufacturing, Latin America’s competitive advantage lies in its attractive internal market.

The challenge lies in identifying pockets of wealth and successfully targeting products and services at them, keeping in mind that in an economy where 20% of the population controls 60% of the wealth, price and payment policies are key success factors in reaching consumers.