While they can appreciate this complexity on a theoretical level, many fail to uncover deep insights into these markets and therefore find practical and successful implementation of market propositions difficult. As a result, many brands miss the mark – and fail to resonate or carry any relevance with African consumers.

Having conducted several in-depth studies on the continent, we believe that there are a few human truths, needs and contexts that are important for business to understand - concepts that business owners should carefully consider if they hope to create products, services and marketing campaigns that are truly relevant.

Interdependence not Independence

We all know that community-mindedness is deeply ingrained in African culture. The strong philosophy that states that ‘we are only people because of other people’ (in isiZulu, umuntu ngumuntu ngabantu) is common in most African countries albeit named differently. Many African people often live close to their families, maintain close bonds with extended family and often use their income to support others.

While this is new news to readers who live on the continent it is sad to see how many businesses target Africa consumers using communication that talks purely to independent mindsets – equating the outer-directed need for image projection with an independent mind more commonly found in European or American markets.

Research tells us that the African consumer is becoming more focused on themselves as individuals as they move up the socio-economic ladder, they never lost their attachment with the communities from which they come and the values they associate with those communities.

Trust thy neighbour above the brand

This distinct community-mindedness translates into huge trust in the power of word-of mouth marketing. Consulting firm McKinsey, for one, has found that word of mouth “plays a more central role in the decision journeys of emerging-market consumers than for those in developed markets.” And according to a 2007 global study by research house Millward Brown, 80% of South Africans spread brand stories to friends and family – the highest score of any country.

This is a key insight for any brand looking to craft relevant messaging and communications in African markets and should direct allocation of media spend accordingly.

Strongly held values and beliefs

Religion is a fundamental part of many African communities, and is a priority in many consumers’ lives. From traditional African beliefs, to Christianity and Islam, businesses need to understand how influential religion is and how prominent it is in consumers’ social lives and priorities.

Nigerian Mega-Churches attract millions of worshippers from around the country and the continent. Some churches hold more than 200,000 people in a single service, some spending the entire day at Church. Yookos (You Own Your Own Kosmos) is a Nigerian faith-based social networking site started by Pastor Oyakhilome of Christ Embassy. It has more than 10 million “believers” on it, sharing “prayer points and fellowship with Christians around the world”. 

For brands, it is critical to recognise that the prominence of religion and religious values needs to shape the tone of their marketing and communications. Many African consumers are mistrusting of brands that encourage a decadent, flashy or “Western” lifestyle those or show what is deemed ‘inappropriate’ communication messaging in campaigns that are adapted from other liberal markets. Indeed, it’s surprising for most outsiders to learn that a majority of Africans do not drink alcohol, for instance. A message that may be seen to celebrate certain behaviours in a western market can be deeply offensive to African consumers.

Dynamic Heritage

In Africa, heritage and culture is constantly being defined and redefined. Heritage does not exist in the European sense of centuries of incremental, brick by brick, generation by generation building but rather in the NOW sense. Translation of tradition into modern execution is happening in front of our eyes, daily. Laduma Ngxokolo created “MaXhosa” as a traditional Xhosa knitwear range to be suitable for Xhosa initiates who are supposed to dress up in new, dignified clothing for six months after initiation. He has taken this celebration of his culture and developed a high-end fashion label, with ranges of mens and womens’ clothing that has appeared on catwalks and in fashion weeks around the world.

The powerful forces of urbanisation, population growth and technological development are driving this constant state of flux and change. For brands, this represents a unique opportunity to participate in what is essentially a dynamic relationship - and play a part in defining local pride and culture. By playing a more enabling and participatory role businesses can help platform new ideas and bring new creations to market based on ideas that come from African consumers themselves.

For more information, visit www.ywood.co.za or phone +27 11 268-5210. Alternatively, connect with them on Facebook or on Twitter.