Retail in Africa A Continent Called Hope
Joining our own speakers on the virtual podium at last week’s Retail in Africa webinar was Feyi Olubudon, Nigerian author of ‘The Villager: How Africans Consume Brands’, and one of the leading authorities on the African marketplace. He came in strong, talking up the youth of our continent’s population, then sharing in detail the Village Map, a framework he has developed to articulate the culture of the African consumer. He explored our core motivations – one of which is hope. “The African is not African without hope,” he says. “Hope is amplified, and brands have to use hope to communicate.” When marketing to Africans, he says, you need to consider our identity, the journey we have taken to get to where we are, our ambition, our aspirations, and our functional tribe. If when marketing branded goods at retail on our continent you take the appropriate cues and cultural elements into account, he says, you can increase your brand patronage by 65% at point of sale.
Comment: Important, compelling, and ground-breaking work in a market that everyone needs but few businesses truly understand. And for more on how to succeed on this great continent we call home, have a look at our Retail in Africa Report.