CULTURAL SENSITIVITY IN MARKETING
Mastering Cross-Cultural Impact Across Africa
DID YOU KNOW?
DID YOU KNOW?
of consumers are more likely to purchase from a brand that demonstrates cultural understanding.
WHY CULTURAL SENSITIVITY DRIVES BRAND SUCCESS
Building Trust
SUB-SAHARAN AFRICA: THE DIVERSITY POWERHOUSE
Over 1 billion population
More than 1000 languages A melting pot of traditions and values Rapid economic growth
COCA-COLA’S ‘SHARE A COKE’ CAMPAIGN
Localized names on Coke bottles
Emphasizing sharing and community Celebrating culture and identity
WHEN BRANDS GET IT WRONG
Global brands often misread the room when they fail to localize properly.
Heineken’s “Sometimes, Lighter is Better” campaign caused backlash for being tone-deaf.
A FRAMEWORK FOR CULTURALLY SENSITIVE MARKETING
Understand local traditions and social dynamics.
Collaborate with local influencers and cultural leaders.
Test your campaigns in the market before going all in.
NANDO’S SHOWS US HOW
Tackled cultural identity by addressing how African names are misspelled.
Created autocorrect software to fix it.
HOW CULTURAL INSIGHTS FUEL INNOVATION
Understanding subcultures opens doors to innovation.
Tusker Lager’s ‘Here’s to Us’ campaign: A celebration of Kenyan pride, unity, and music.
HOW GLOBAL BRANDS GET CULTURAL SENSITIVITY RIGHT
Brands that adapted successfully to African markets.
Coca-Cola, MTN, and Guinness.
WHO GO IT RIGHT?
William Ramsay, Australia
Van den Burgh, Netherlands
Tomas, Anna & Anthony Zlin, Czechoslovakia
WHO GO IT RIGHT?
William Ramsay, Australia
Van den Burgh, Netherlands
Tomas, Anna & Anthony Zlin, Czechoslovakia
WHO GO IT RIGHT?
William Ramsay, Australia
Van den Burg, Netherlands
Tomas, Anna & Anthony Zlin, Czechoslovakia
WHO GO IT RIGHT?
William Ramsay, Australia
Tomas, Anna & Anthony Zlin, Czechoslovakia
Van den Burg, Netherlands
WHAT’S NEXT FOR AFRICA’S MARKETING SCENE?
Digital transformation.
Youth-driven innovation. The rise of Pan-African identity.
EMBRACE CULTURAL DIVERSITY FOR MARKETING SUCCESS
“Diversity
is not about how we differ. Diversity is about embracing one another's uniqueness.” —Ola Joseph
