Africa’s New Creative Direction


Source: Pexels

Source: Pexels

It’s bursting out from every side; imprinted in the African DNA is creativity. In every way, shape, and form, Africans have made effortless attempts to showcase the level of creativity locked away on the inside. We have seen this countless times in entertainment (music, movies, comedy, gaming etc) we have also seen it in technological advancements and we are not relenting.

The Advertising industry is a fore runner in this field as the life blood of the industry certainly depends on its fluid ability to be creative and its agility towards being innovative. As a result, Africa is outlining it new creative direction. African brands have done very well with pricing and availability. Product prices are doing very well in the market and these commodities are readily available, however, brands and businesses have identified a new front for competition which is branding for good.

Source: Pexels

Source: Pexels

Euromonitor top 10 consumer trends 2019 report highlights that consumers are now willing to pay more to purchase products from brands that are economically sensitive. Brands that are creating products that are environmentally friendly are adopting practices and implementing policies that contribute to environmental health is sure to win in this competitive front.



Source: Pexels

Source: Pexels

In the world we currently live in, we are all looking for that next big thing we can all take advantage of that will likely deliver the desired value. Over the past few years, we have seen a plethora of marketing strategies get implemented; some worked and some didn’t. Also, we have seen marketing communications evolve over time for the same reasons.

One very recent marketing inclusion that’s sweeping across the business landscape is the Influencer Marketing – Is this the future or not?

Source: Eveyo

Source: Eveyo

Based on thorough analysis, influencer marketing has been an age old practice as celebrities have always been used to promote products, services, and events all over the globe. However, what’s new is the use of popular social media personalities to promote same. The latter has proven to be equally effective as these influencer have a relationship with their niche audience and they seemingly gain their trust.

Influencer marketing is arguably the future of marketing in Africa and the only way we can take that away is to permanently shut down social media platforms and every other form of media so we no longer make celebrities out of people. Although there are newer marketing channels to be unveiled in the nearest future but the influencer marketing channel would continually remain open.

If you disagree or have an opinion that will further strengthen this, kindly share. Leave your thoughts in the comment section below.

The Future of Consumerism: Engagement, Expression, Experience


Source: Unsplash

Source: Unsplash

The world is on a never ending upward trajectory in terms of time. You will be making the grave mistake of looking back, the right thing to do is obviously to look forward. We learn from the past, adjust the present and project to the future. This one culture leading brands and marketing agency have learned to imbibe over the years “dwelling in the past is a waste of precious time”, they say.

So in this article, I am going to take you away from everything you have ever known about consumerism, in fact, forget them. Let’s act like we didn’t exist in the past and project to the future.

With that being said, there are three big Es consumerism is tilting towards and it is drastically changing consumption patterns. Let’s take a dive:

Source: Unsplash

Source: Unsplash

1. Engagement:

Consumers are becoming more and more engaged in marketing practices, interestingly, they are very eager to co-create contents with their favourite brands, however, many brands are down playing the essence of consumer engagement on every platform. The marketing landscape is a battle for consumers’ attention and the most engaging brands are poised to win.

2. Expression:

More than ever, consumers are seizing opportunities to express themselves over societal woes and product nonchalance. Brands who create platforms or amplify the voice of consumers through enhanced corporate social responsibility efforts are definitely going to create loyalists out of their customers.

3. Experience:

There are over 7 billion people on the surface of the earth and it is so easy for one to get lost in the clutter. Consumers want to feel special and are craving for more personalized contents and mobile devices are driving this trend – make me feel like I am the only one in the world.

Source: Unsplash

Source: Unsplash

So you want to win with your consumers this new fiscal year? Crack these trends and you’ll surely do so.

Bringers of Tomorrow


Source: Pexels

Source: Pexels

When I was younger, there was this line that people used to say and it was a line in an old song “parents listen to your children, they are the leaders of tomorrow”. Interestingly, that sentence is an understatement, the truth is, they are not just the leaders of tomorrow; they are the bringers of tomorrow. This truth is beginning to stare us right in the face across the continent, no matter how the elderly tries to knock it off.

Source: Pexels

Source: Pexels

If you still don’t see what I see, here are a few factors to consider that may help;

1. Population:

I am sure you already agree with me that population is steadily rising in Africa at an alarming rate. The Goal Keepers 2018 report shows that Africa is the only region in the world where the youth population is increasing. Also highlighting that by 2050 the youth population in Africa would rise by 50%, which would make it the largest youth population in the world.

2. Industry:

Nearly every organization you walk into in Africa now have a healthy youth working population. Although Africa has its inherent employment issues but new life is beginning to pour into the economy because of this healthy youth population.

3. Fashion and Popculture:

The extensive growth Africa has seen in its fashion and entertainment industry has been due to the involvement of this youth population. Off the top of your head, name 8 A-list entertainers in Africa or your country and then count the number that falls under the youth population category. Do you see what I mean?

4. Tech:

This right here is has totally become the youth playground. New apps and inventions that’s totally disrupting every facet of the economy are springing forth on a daily basis, because young people have chosen to improve the standards.

5. Politics:

The influx of young people into the continent is forcing politics to accommodate them. In Nigeria, a #NotTooYoungToRun policy has been passed into bill. This policy allows young people to vie for public offices.

6. Marketing advertising:

Brand managers and marketers are falling over themselves trying to understand the evolving consumer. Just recently they mastered marketing to millennials and now they are faced with another challenge of marketing to the Generation I. the future is really upon us.

7. Sports:

Needless to talk about this as it is definitely the playground of the young.

Source: Pexels

Source: Pexels

As a result of these points highlighted above, Africa is tending towards spending big to invest in its youth population in order to secure legacy and improve its intellectual arsenal.

P.S: What is actually leading to the exponential rise in youth population in Africa; are young people giving birth too early and too frequently these days? Please leave your thoughts and comments below.

Just TINKing

Planet G


Source: Pexels

Source: Pexels

If you are a marketer, a brand manager, or an aspiring marketing personnel this article is definitely for you, so read with keen intent, but if you are one of our ardent readers, you need to know the box which these professionals put you in. so let’s begin unboxing the generational box in which you are classified.

First off, let’s start with the trends that define a generation. There are 3 key trends that shape generations, they are:

1. Parenting

Ever noticed how that parents of a particular generation tend to have similar beliefs and characteristics? For example, did your parents ever call you from your room just to come pick up something that was sitting next to them? My parents did that that too.

2. Technology

If your parents are just joining Facebook and beginning to appreciate technology then your parents are in my parent’s generation.

3. Economics

Did your parents tell you how that your country was better back in their days? Yeah my parents do that too.

Source: Bizcommunity

Source: Bizcommunity

What is the definition of a generation?

A generation is a group of people born around the same time and raised around the same place. People in this “birth cohort” exhibit similar characteristics, preferences and values over their lifetime.

There are big differences between the generations.

Generations exhibit similar characteristics – such as communication, shopping and motivational preferences. This is because they experienced similar trends at approximately the same life stage and through similar channels (TV, radio, online etc.). Generation-shaping trends are most influential as people come of age, which means that members of a particular generation will develop and share similar values, beliefs and expectations. It is important to remember that at an individual level, everyone is different. But looking at people through a generational lens offers useful predictability for those trying to reach, inform, or persuade a large cross-section of a population –Bizcommunity.

So now you know… Thank us later.