Africa Life 2019

How brands create meaning that emotionally connects with consumers in Africa and fuels growth in a fast-changing region.
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Successful brands must have a strong local resonance and activation.

Africa is home to 1.2 billion people. Its population will double in less than 3 decades, representing one fourth of humanity.

Urbanisation levels will, by then, stand at 60% and would be the highest urbanisation rate globally.

The current dynamics and impressive economic and social progress made by most African countries predict a materialization of the demographic dividend over the next 10 years. This is a massive opportunity for the continent, its population and the economic players that operate in Africa.

2020-2030 will continue to be a decade of profound positive transformations. A more powerful iteration of the ‘It’s time for Africa’ narrative is highly anticipated.

The size of the African middle-class population will grow significantly, and so will the average available revenue.

Connected consumers will have more choices and will in turn be more demanding. Consumers in Africa will expect products and messages that are more tailored to who they are, what they care for and the environment they live in. They will be ready to pay more for products which they can culturally identify with - in the broader sense of the term. They will value customized experience more than ever.

The opportunity is massive for brands that understand the consumer’s (culture) codes, and who can inject such understanding into their products, brand messaging and overall experience offered.

Culture will be an essential marketing currency in Africa more than anywhere else. Influential marketing will need to be at the center of brand activations.

Discover the trends that are shaping Africa today. For more information, contact