Poor People In Latin America: The Perfect Demographic

I simply have no idea what to make of this. From The Wall Street Journal:

While many advertisers lavish dollars targeting well-off consumers, in Latin America the vast majority of people have far less money. According to the World Bank, 25% live on less than $2 a day, and many millions of others earn only a few hundred dollars a month. Increasingly, big brands are deciding that people once thought too poor to buy their products may be their biggest growth market.
Now McCann is launching a $2 million research project to seek clues to tapping demand among Latin America’s less-well-off. Starting in March, staffers will spend a week to two weeks living with 100 low-income families in a half-dozen countries, including Colombia, Chile and Mexico, looking to understand how they are influenced by brands, what symbols and celebrities motivate them, and to find innovative ways to influence what they buy.

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for TalentZoo.com. Dan published the best of his TalentZoo.com columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.


  1. Otherwise known as “a rude awakening” in “American” terms.
    Thankfully, CP&B and such irony-soaked ilk won’t be in charge of this, turning poverty into a sarcasm-filled mask that grins no matter how much misery underlies the long-running political situation.
    Long-departed, South American despots in rubber masks, anyone?

  2. I see what you mean about not knowing what to think, Danny. I’m hoping that the staffers are changed by the experience, it’s hard to believe they won’t be.
    Maybe one or two will come back with a different view about the value and relevance of their work!

  3. maybe mccann is actually just seeking to recruit for its diversity efforts.

  4. skyview satellite says:


  5. Money grubbing SOBs.