São Paulo is a Latin America Financial powerhouse
McCann Worldgroup, one of the largest global advertising agency networks, has long conducted studies to identify social and market trends shaping the future. In one of its most ambitious projects, the agency surveyed contributors, clients, and executives worldwide to build a “map of cities of the future” – those expected to influence how people live, work, and connect in the coming decades.
The initial survey allowed for up to 900 cities to be nominated. After cross-referencing the data, the research highlighted 40 urban centers divided into three categories:
- Leading cities of today, already at the forefront of global influence.
- Emerging cities, gaining momentum as hubs for business and culture.
- Surprising contenders, whose innovative or unconventional characteristics could make them stand out tomorrow.
One unexpected inclusion was Facebook – not a physical city, but a “digital city” connecting more than half a billion people at the time. This highlighted the growing importance of digital platforms as global communities rivaling traditional urban spaces.
Brazilian Cities on the Map
Brazil featured prominently in the study. Rio de Janeiro was placed among the top-tier global cities, especially boosted by international attention during the 2014 FIFA World Cup and 2016 Olympic Games. These events brought large-scale infrastructure projects and international investment, leaving a mixed but undeniable legacy on the city’s global image.
São Paulo, Latin America’s financial powerhouse, was positioned among the emerging global hubs. With a population exceeding 22 million in its metro area and a reputation as Brazil’s business epicenter, São Paulo continues to attract multinational corporations, entrepreneurs, and cultural creators, sharing the spotlight with other major Latin American capitals like Mexico City.
Surprising Global Entries
Rio de Janeiro boosted by international attention during the 2014 FIFA World Cup and 2016 Olympic Games.
The study also pointed to cit es like Lagos, Nigeria, a fast-growing megacity tackling urban chaos with innovative approaches. Once overlooked, Lagos is now recognized as one of Africa’s leading economic engines and a model for emerging cities around the world. Meanwhile, cities traditionally present in global rankings – such as Rome, Moscow, Sydney, and Brussels – did not make the list at that time, reflecting shifting global dynamics and priorities.
A New Global Order
According to McCann, the world’s economic and cultural center of gravity has been shifting steadily eastward. Cities like Shanghai, with their rapid economic growth, innovation ecosystems, and cultural influence, are increasingly seen as potential “world capitals of the 21st century.” Since the mid-1990s, McCann Worldgroup has been conducting studies to better understand behavioral, cultural, and commercial trends that shape consumer decision-making.
As Washington Olivetto, renowned Brazilian advertising executive and chairman of WMcCann, emphasized: “This was the first time the survey mapped cities so broadly, showing how quickly the future of business and lifestyle can be redefined.”
More than a decade later, the findings remain relevant: global influence is no longer concentrated in a few Western capitals. Instead, it is spread across a diverse set of cities – from digital platforms to megacities in emerging economies – all shaping the way we will live in the decades to come.
Shanghai are increasingly seen as potential “world capitals of the 21st century”
FAQs – Frequent Ask Questions
Why were São Paulo and Rio de Janeiro included in the “cities of the future” list?
Rio gained global relevance with the 2014 World Cup and 2016 Olympics, while São Paulo is recognized as Latin America’s largest financial hub.
What was unique about the McCann Worldgroup study?
It included not only physical cities but also Facebook as a “digital city,” showing how virtual platforms rival real urban centers.
Why did some traditional cities like Rome and Sydney not appear in the ranking?
The study reflected shifting global dynamics, with more focus on emerging economies and innovation hubs.
Which cities are considered surprising future hubs?
Examples include Lagos, Nigeria, known for transforming urban challenges into opportunities for growth and innovation.
What is the significance of Shanghai in the study?
Shanghai was highlighted as a potential “world capital of the 21st century” due to its rapid growth and global influence.
