African Marketing Confederation News Team – African Marketing Confederation

Here’s how consumers react when they feel ‘betrayed’ by a brand

Customers react to brand inauthenticity with emotional implications comparable to those of human-to-human betrayal, researchers find.

Strategic Marketing for Africa, magazine of the African Marketing Confederation, is for deep-thinking industry professionals.

NielsenIQ believes the outlook for chief marketing officers next year will be characterised by efficiency and proving impact.

Most believe that ‘middle class’ is effectively meaningless as income stagnates, costs rise and job security is increasingly threatened.

The number of stores in Kenya will almost double and the company will also test the waters in neighbouring countries.

Marketing trends in Africa are evolving via digital growth, cultural insights, and data-led strategy, backed by AMC’s research and development.

Education in Africa for marketers is growing fast, with AMC driving skills, training, and professional development across the continent.

Latest version of the whisky brand’s iconic campaign has just launched in the North American market and will roll out globally in 2026.

African consumers are facing rapid change and many social stressors, resulting in significant changes to buying behaviours.

This year taught the industry that tech like Generative AI can help marketers make smarter decisions. In 2026, the love affair continues.