CONSUMER TRENDS: AFRICA LIFE REPORT
Why ‘Culture’ is the new marketing currency on the continent Cara Bouwer reports on an extensive consumer study in four countries aimed at ‘capturing the energy and spirit that drives the people in our region’.
10
strategicmarketingforafrica
Issue 2 2021
N
EW INSIGHTS INTO THE African consumer are revealing an increasingly confident, connected, creative and culturally aware continent. This is according to an extensive study involving more than 3 500 conversations during July 2021 with urban consumers across Kenya, Nigeria, Senegal and South Africa to determine the defining trends across these key regions and their relevance to the marketing fraternity. The result of these dialogs is the 2021-2022 Africa Life report compiled by data analytics and brand consulting company Kantar; a wealth of insights for marketers, brands and businesses focused on the African continent.
