Consumer Behaviour

Who are the digital natives shaping Africa’s markets? What role do they play in influencing consumer trends? And most importantly, how do African brands effectively market to them? In this February edition of our Marketing Masterclass, we will explore these critical questions with expert insights from top industry leaders. This...

Africa is at a demographic turning point, with Generation Z (born 1997–2012) and Generation Alpha (born 2013–2025) emerging as the continent’s most powerful consumer segments. With over 60% of Africa’s population under 25, these young generations are not just shaping the future—they are defining it right now. Unlike previous generations,...

Africa is renowned for its rich cultural diversity. With over 1.4 billion people speaking more than 2,000 languages and representing thousands of ethnic groups, marketing in Africa is as complex as it is rewarding. With 54 recognized countries, each with unique traditions, consumer behaviours, and communication styles, Africa requires marketers...

In the modern age of information, data is more than just numbers, it is the lifeblood of informed decision-making. For businesses across Africa, the ability to harness data analytics has proven to be a game-changer, especially in understanding and predicting consumer behaviour in this dynamic and diverse market. Across Africa,...

Africa’s population is undergoing rapid changes that are transforming consumer markets. Factors such as population growth, urbanization, and a youthful age structure are creating new demands, while the rising economic influence of women and the expanding middle class are shaping product and service preferences across the continent. These shifts present...

As digital adoption accelerates across Africa, businesses have a unique opportunity to create impactful customer experiences that foster loyalty and growth. Today’s African consumers expect seamless interactions, whether they are shopping online, booking services, or engaging with brands on social media. We will explore actionable strategies that companies can implement...

Africa is rapidly emerging as one of the world’s most dynamic consumer markets. With a population exceeding 1.4 billion across 54 countries, the continent’s unique and diverse consumer behaviour is drawing increasing attention from global businesses. Since 2010, consumer expenditure in Africa has grown at an impressive annual rate of...