Semana - Florida International University (FIU) hosted the new edition of the Latin Consumer Summit, organized by Grupo Ohla on May 14 and 15.

The meeting brought together 21 international speakers in 14 sessions to analyze the present and future of the Latin consumer in Latin America and the US Hispanic market.

Antonio Monckeberg, CEO of Grupo Ohla, explained that the event was born in a context of high global turbulence: “We were just coming out of the pandemic, the war in Gaza was coming, government changes, inflation,” which created an urgent need to bring the industry together to understand how all of this was transforming the Latin consumer.

The summit's format was intimate, bringing together top executives from different companies around the world.

“We didn't want this to be a massive event that, by wanting to attract thousands of people, would betray what was most important to us,” Monckeberg stressed.

The result is a gathering of 500 selected executives where, according to the CEO, “you can be having lunch two tables away from the former president of Colombia,” the conglomerate's CEO said at one point regarding an event that is celebrating its 4th anniversary.

The agenda for the first day included the panel Meet the New Latin Consumer with leaders from Diageo, Edgewell, and Nestlé, while Andy Murray, CEO of BigQuest Advisory, explained how to translate consumer insight into real action.

The second day opened with Jason Goldberg, from Publicis Groupe, and his conference on artificial intelligence applied to the purchasing process.

A central axis of this edition was the Hispanic market in the United States. “The Hispanic consumer is today the fastest-growing population in the entire United States,” Monckeberg highlighted, pointing out that it is a young, bilingual, and bicultural segment.

The 4th Latin Consumer Summit brought together a panel of voices in Miami that rarely share a stage. Each speaker was chosen for their direct connection to the most relevant topics in the new market, global challenges, and economic policies in different countries across the region.

One of them was Athina Kanioura, who leads PepsiCo's Latin America Foods business, valued at more than 10 billion dollars across 34 markets, as CEO, and also directs the company's global digital transformation strategy.

Jason Goldberg, Chief Commerce Strategy Officer at Publicis Groupe Photo: Grupo Ohla

His presence was key to discussing growth in the region with real data.

Jason Goldberg, known as “Retailgeek,” is one of the most influential experts in retail digital transformation. At NRF 2026, he warned that AI is “reshaping how consumers think, shop, and buy,” anticipating exactly what he developed in Miami at the NRF Big Show.

Isaac Mizrahi, CEO of Alma, an agency named Multicultural Agency of the Year 2026 by Campaign US, contributed his expertise on the US Hispanic consumer, being the most awarded agency in the country with 32 Cannes Lions and 21 Effies.

For his part, John Price, from Americas Market Intelligence, offered a macro overview of the region, warning that “agent commerce is a tool that can have an impact on almost anything” in Latin American markets.

Juan Guaidó, former interim president of Venezuela. Photo: Grupo Ohla

Finally, it was Juan Guaidó, former interim president of Venezuela, who closed the event and provided the political dimension of his country, which, following the capture of Nicolás Maduro, is opening up to a new world of market and opportunities in direct alliance with the United States.