Give the People what they Want.
Retail disruption and activity on the African continent in the last 5 years has significantly been defined and driven by market conditions and economic movements. Very little focus has been given to seismic, often undocumented demographic, social and cultural shifts that are shaping consumer attitudes, experiences and choices. This lack of contextually rich insight often translates into campaigns, products and services that are woefully blind and disconnected to what African consumers want, creating new divides in access, innovation, inclusivity and affinity. If you are still using “black diamonds” as a consumer segment descriptor, we probably need to talk!