How Africa Is Challenging Marketing

For the first time, Western stereotypes associating Africa with death, disease, poverty, and war are being replaced by the reality of demanding, brand-conscious consumers who happen to live in a challenging environment. For too long, "Africa" has been considered a homogenous mass rather than a multicultural continent of diverse citizens. The media-generated image of passive beneficiaries of international charity and financial aid is now giving way to one of active customers voicing their opinions on product performance, service quality, and advertising. After all, the emerging affluent African consumer is as connected as the rest of the world, smartphone always in hand. As this untapped market captures global attention, it also offers marketers a chance to leapfrog the legacy of mass marke...

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