
US pizza chain Papa John’s makes first foray into Central Africa
Brand debuts in the DRC with an outlet in Kinshasa, complementing its existing African presence in Kenya, Egypt and Morocco.
CONSUMER TRENDS
By our News Team | 2023
Wunderman says the rise of the ‘Joyconomy’ creates opportunities for brands who tap into people’s desire for inspiration and optimism.
Despite an array of worries facing consumers around the world, many are determined to show joy, resilience and innovation in the face of continued hardship. This is one of the important findings from the ‘The Future 100: 2023’ study published by global marketing communications agency Wunderman Thompson.
The report offers a snapshot of the most compelling trends for marketers, business leaders and their agencies to keep on the radar for the year ahead. It notes that despite the ongoing wars, economic and environmental crises, people are choosing joy.
Photo by Godisable Jacob from Pexels
Wunderman calls it the ‘Joyconomy’ and says the trend demonstrates the opportunities for brands who lean into consumers’ desire for inspiration and optimism.
Amy Harper, Senior Strategist at Wunderman Thompson South Africa, believes this is particularly true in her country. Despite a range of difficulties, consumer confidence is on the rise and people are starting the year with optimism and determination, searching for moments of joy in small and sometimes unexpected places.
“South Africans have faced significant stress and pressure in recent years, yet many remain optimistic about the future, which highlights their resilience,” she says. “Brands that tap into this consumer mindset by finding ways to uplift and support them, whilst also communicating in a compassionate and empathetic manner, will be able to stay ahead.”
In addition to the rise of the ‘Joyconomy’, highlights from the study include:
Culture – Indigenous Innovation: Indigenous techniques are forming regenerative approaches to managing the environment. In South Africa, brands such as Robertsons (herbs and spices) are looking at ways to help consumers make informed food decisions by offering information about their eating choices.
Tech & Metaverse – Techcessibility: Companies are redesigning their digital environments for greater accessibility. In South Africa, Cadbury P.S. (chocolate) has focused its communication on helping to end cyberbullying in the digital and physical worlds.
Travel & Hospitality – Temperate Travel: Rising temperatures will prompt travellers to seek cooler destinations. Gen Zs and Millennials are looking for travel brands that genuinely embrace environmentally responsible practices.
Brands & Marketing – Amplifying Diverse Creators: Growing calls for authentic representation in advertising are driving a wave of brand collaborations with marginalised creative talents. There is also pressure on advertising agencies by clients to find ways of incorporating AI into marketing communications to meet marketing and business objectives.
Food & Drink – Cell-cultured Dishes: Luxury dining may be the first beneficiary as cell-cultured food moves from the lab to the grocery store. In South Africa, calls for clean label claims in plant-based foods are becoming louder due to concerns over ultra-processing.
Beauty – Resurrected Ingredients: Brands are bringing back extinct and forgotten sensory ingredients. ‘Clean Beauty’ used to be all the rage in South Africa; now, consumers are looking at ‘Slow Beauty’, where beauty products are made with natural ingredients with recycled or biodegradable packaging sourced from ethical suppliers.
Retail & Commerce – Crisis Retail: As the financial crisis bites, brands are stepping up to help their most vulnerable consumers. This year’s social media advertising will use trusted South African influencers, making a notable impact on the spending habits of local consumers who are on platforms, scrolling and looking for items to purchase.
Download the report from Wunderman Thompson Intelligence here.
Brand debuts in the DRC with an outlet in Kinshasa, complementing its existing African presence in Kenya, Egypt and Morocco.
Confederation has fast-paced online Express Courses you can complete in a week, to in-depth studies taking up to 10 months.
World Bank report paints positive picture, but emphasises that enhancing ports and related infrastructure could boost GDP by 4-5%.
More consistent date labels and storage advice – along with bigger print and the use of simple icons – could save consumers money.
Proposed measures include banning advertisements on television, digital platforms and outdoor media when children are the primary audience.
Afoani leaves role as Head of Sales and Marketing – Africa at the IFFCO Group to become Senior Director for Coca-Cola Uplift – Africa.
MAZ unveils teen awards event, research survey and logo design competition – all promoting effective engagement with youth audiences.
CM(A) is a high-level pan-African professional designation awarded to senior marketers in recognition of their experiences and skills.
Boston Consulting Group study finds optimism over GenAI has risen markedly among marketing bosses, while concerns have dropped.
Public relations giant says it wants to provide more on-the-ground presence for its current and potential client base in Nigeria.
From 20 to 22 August 2025, the African Marketing Confederation (AMC) and the Technology Information Confederation Africa (TICON Africa) will host their annual conferences at the prestigious Labadi Beach Hotel in Accra, Ghana.
Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.
Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.
Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.