Too Big To Fit

THERE ARE A NEW GROUP OF CONSUMERS WHO MAY NOT FIT INTO YOUR MARKETING STRATEGY AND AS SUCH WOULD REQUIRE YOU TO TWEAK THEM IN ORDER FOR YOUR BUSINESS TO THRIVE IN THESE NEW SPACES.

Source: Unsplash

Source: Unsplash

We currently live in a constantly evolving world. The things that made the headlines today may have never seen the light of day yesterday and those that made the headlines yesterday would never make it to the editor’s desk today. This is the main reason why we at TINK pay premium attention to trends as they shape the marketing and business landscape across the globe.

Well, we said that to say this. If your business, venture, or service doesn’t pay close attention to trends; you are heading towards the obsolete aisle, there you will seat with the high flying stenographers of yester years. Trust me, that’s not where you want to be. You want to be sitting with the Googles and Amazons of this world.

So if your business is currently client facing, most especially the B2C (business to consumer) type business then these trends are to be recognized as they present an opportunity as well as a challenge in Africa.

These trends are a fragment of the new age consumer who have carved a niche for themselves that we can no longer fit into a box. The generalisitic marketing communications approach can no longer work and as such marketing managers and sales representatives have to be more strategic and deliberate in reaching this lot otherwise, that cutting edge marketing campaign you spent all year working on may just get you in some social trouble you didn’t see coming.

First, we see the rise of Females in Entrepreneurship

Source: Unsplash

Source: Unsplash

In Africa, organizations such as the She Leads Africa movement caters to women on the continent and providing them with different forms of coaching and training to help them to start their own businesses. In South Africa, there are funds specifically meant to cater to funding SMEs lead by women called Angel Fund. And with movements such as the Me Too and 50/50, we can no longer generalize marketing communications and corporate strategy. Businesses now have to incorporate catering for women every now and then, otherwise they’ll come for you.

The LGBT and the Disabled

Source: Unsplash

Source: Unsplash

Let’s not be deceived, the LGBT community has come to stay and it is not going anywhere anytime soon. Although many countries in Africa are pushing back on accepting it, however the LGBT community is seemingly winning and as such we have to consider them in marketing communications. Also, we have more and more disabled people in our communities – little wonder why even architects are tilting towards an inclusive structure to accommodate them in housing and commercial structures. This therefore shows us how to channel marketing in the coming years.

Generation Z

Source: Unsplash

Source: Unsplash

Many marketing professionals have mastered the art of speaking to millennials, well a new challenge is brewing and that’s the rise of the generation Z. the millennials started the digital age but these guys grew up with it. They’ll make demands on faster responses, paperless communities, high speed internet connections, and on the go products. Businesses as a result of this burgeoning group would also have to begin to look into the possibility of remote working and flexi hours as they may be inclined to working from home or anywhere else they may be.

These group of consumers are setting a new tone for marketing in Africa and can no longer go unnoticed, therefore, one must begin to adjust strategies to accommodate these groups in other to win in every facet of consumerism.

More Than a Gatekeeper

WE ARE NOT JUST TALKING ABOUT FEMALE INCLUSION, WE ARE SEEING IT TAKE CENTER STAGE.

Source: Unsplash

Source: Unsplash

2018 was the year of the feminist; the women created a battle, outlined their own battlefield and went out to meet their opposition head-on. They created movements that shook the world and reshaped the thinking of Africans and the world in general. Need you to know that the women aren’t done, they are taking time to sharpen their arsenal and would soon be on the battlefield once more as 2019 is not going to be any different from the previous year. In fact, it is going to get fiercer. Watch out world, the women are coming!

The narrative that has surrounded women over time is one of being gatekeepers; this doesn’t do justice to the stature of women in the society and gladly that narrative is gradually eroding as women are becoming more and more involved in daily activities and/or indulgence. The women are crafting their own narratives.

Source: Unsplash

Source: Unsplash

As mentioned in the first paragraph, 2018 saw a fierce battle for the inclusion of women in every facet of the economy especially in Africa and I dare say that they won that fight to a large extent even though there’s still more grounds to conquer. They were able to shake up the strongholds of African culture without making men feel emasculated – brilliant. In 2019, we will see more women vying for political offices, giving male counterparts a run for the money in the offices, schools, and everywhere else. It’s time to take up the spoils of battle.

Female Power

THERE IS NOTHING THE AFRICAN WOMAN CANNOT ACHIEVE

Is it just me or are women beginning to delve into every facet of the economy. So I took a trip to a couple of countries in Africa this season just to spot a few trends and live amongst my brothers and sisters across the continent before heading on back to Nigeria. On getting back, I was stunned. The trend I am about to reveal has been subtle as women were practically creeping in but right now I think they are taking the bull by the horn and taking over.

There’s been a large influx of women into the transportation sector in Nigeria. Now the major modes of transportation across Nigeria are buses and tricycles. Ladies have taken up the task of driving and conducting these automobiles. Before now, it was seemingly a masculine thing but now the hardworking African woman has shown that there’s nothing too difficult for her to handle.

Source: Pexels

Source: Pexels

The reasons for this influx are due to the need to generate income as many of these women are the bread winners of their homes, also the share zeal to show that they too are strong enough and other reasons that are unknown to me.

What’s this all about?

Well, it goes to show that Nigeria is a firm believer in the women inclusive policy, that all the feminist movement around the world is gaining recognition everywhere, and also shows that there’s no telling what the African woman can achieve if she puts her mind to it.

Female President –You Can’t Stop Her

THE FEMALES ARE NOT HOLDING BACK AS THEY ARE REACHING THE APEX OF GOVERNANCE IN AFRICA.

Source: Timeslive

Source: Timeslive

This most certainly has something to do with the gender equality movement around the world. Nations everywhere have begun to consciously ensure the inclusion of women in every facet of the economy and this is being experienced in politics. Countries globally, have experienced a massive shift as women have begun to reach the apex in society, for example we saw the Croatian president Kolinda Grabar-Kitarović grace the world cup 2018 finals.

And now Africa has swallowed her pride as Ethiopia joins Mauritus and Liberia in appointing a female president. Interesting how we refer to Africa as a female yet many parts of the continent wouldn’t even dare to see a woman lead let alone become president. The current Ethiopian president, who is also Ethiopia’s first female president Sahle-Work Zewde, has broken those walls and taken center stage of governance.

This trend is gradually sweeping through Africa and soon women will no longer be excluded from being whatever they choose to be.