Brave Group is excited to announce an increasing investment into digital resources for the Motherboard team. Motherboard is Brave Group's digital communication and transformation business, headed by Musa Kalenga, Brave Group chief future officer.Issued byBrave Group
The IAB Bookmark Awards, an IAB SA initiative, celebrates its 13th year of rewarding excellence in digital and recognising the powerful impact interactive has on the overall marketing mix.Issued byIAB South Africa
With the largest 'youth bulge' in the world, the future of Africa is young, dynamic, determined. No one can afford to ignore the youth in Africa and the local and global business community needs to prepare for the ever-connected, younger generations.
Nicola Cooper, senior trend analyst and cultural strategist at Nicola Cooper & Associates (NC&A).
The younger African consumer understands what we do not share with international consumers is the present – our ‘Zeitgeist’ (signs of the times), our mindset and the events and occurrences that we are faced with at present and will be faced with in future.
Key insights from the first sessions of Business of Design - Mduduzi Simelane shares how to enhance the continent's filmmakers, while Nicola Cooper shares a snapshot of today's African consumer. It's probably not who your brand is targeting...
The oldest of Generation Z are now out of high school, entering either university or the job market, with many armed with credit cards, the youngest are tweens with significant influence (nag-factor) on household buying decisions and you have less than 8 seconds (less than a goldfish) to gain their attention.
Along with the well-documented rising affluence of the rising ‘Black Middle Class’, which has grown by 60% in the past decade according to African Development Bank, many young Africans are also asserting their right to be regarded with respect on a global scale.
The WhyFive BrandMapp 2017 Top End Study that annually tracks changes at the top of South Africa's wealth triangle reveals a significant colour shift at the wealthy end of the rainbow nation...
3 Nov 2017
Let consumers co-create
Today’s younger consumers are seeking ways they can be a part of something greater than themselves. Gen Z is attracted to ads that allow them to co-create and are more positive towards brands that let them vote for something to happen, choose an option, or make a decision.
The African consumer is no longer awaiting an auto-exotic, ‘Americanised’ or ‘Eurocentric’ gaze to indicate what should be trending or what we should be purchasing. African’s are determining what we deem and claim as African. We have begun to value our cultures, insights, complexities and influences as a continent and as the necessary tool for the point of differentiation.
Africa, comparatively to other markets, has its own unique fingerprint and the sweeping global trends often do not take into account the diversity, intricacies and complexities of a present and future Africa. When it comes to catering to emerging markets and developing regions, it makes sense to consider what the enabled, modern African consumer needs and what we want and what we can afford or are willing to pay compared to other countries.
The ‘copy and paste’ approach of the past is no longer fitting to the empowered and informed African consumer.
Which is why future successes in Africa will centre on companies, products and brands that give the power back to the community or empower the people, and relinquish control of how their marketing strategies are received and interpreted.
Paid advertising is not trusted and ad blocking is only growing. Even bloggers are failing when it comes to communicating and engaging with consumers, as trust between brands and consumers continues to fall. But there is a new kid on the block and he is eager to engage; enter the influencer...
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