Guillermo Oliveto

Guillermo Oliveto is an Argentine strategic consultant and consumer trends analyst, renowned for his deep understanding of consumer psychology and behavior in contexts of high economic and social volatility. His work focuses on deciphering the “consumer mindset” and how brands should adapt their strategy and communication to shifting social norms and recurring crises.

With a degree in Business Administration from the University of Buenos Aires (UBA), Oliveto has over 27 years of experience in the market research and strategic consulting sector. In 2010, he founded Consultora W, a firm specializing in “Evidence-Based Strategic Consulting,” which advises large private companies and public sector organizations in Latin America, helping them understand the dynamics between social sentiment and market demand.

His analysis is particularly highly regarded in Argentina due to his ability to contextualize consumer trends within the country’s complex macroeconomic and cultural landscape. Oliveto has identified and conceptualized several phenomena that explain societal behavior, using metaphors and concepts that have become popular in the business and media worlds. His work goes beyond mere statistics, exploring the moods, aspirations, and fears of the population as determinants of purchasing decisions and social attitudes.

He is a prolific writer and the author of several books, including *ARGENCHIP: Who Are We and How Do We Think?*, a work that explores the identity and values of Argentine society through a sociological and consumer-focused lens. In addition to his work as a consultant, he is a frequent international speaker in executive and academic circles and a regular columnist for the newspaper La Nación in its “Pulso del Consumo” section. His experience has also extended to the global stage: he chaired the Content Committee of the Esomar World Congress, the global association of market researchers, becoming the first Latin American professional to hold that position. His legacy is having transformed market analysis into an in-depth study of sociology and culture, providing companies with a roadmap to navigate the consumer psyche and their relationship with the environment.