Gathering of Ethiopian marketers discusses Africa’s marketing trends

Unpacking the vital topic for all marketers operating on the continent was Helen McIntee-Carlisle, co-founder and President of the African Marketing Confederation. Her presentation was titled ‘Tracing New Marketing Trends in Africa’. 

McIntee-Carlisle emphasised to EMPA members and guests that the world is changing, but Africa is changing faster. Therefore, African marketers should work to shape trends and not merely react to them. 

She also reminded marketers looking to enter other countries on the continent of a key truth: With 54 countries and 2,000-plus languages, Africa is far from being a homogenous market. Just because a strategy works in one country does not mean it will work in another. Home-grown marketing strategies matter now more than ever. Localisation, nuance and a celebration of difference are essential. 

As the African Continental Free Trade Area (AfCFTA) continued to take steps towards achieving its potential, marketers should be preparing for increased cross-border storytelling and more regional campaigns, McIntee-Carlisle told the gathering. 

The growing trust deficit in Africa 

In Africa, just as in so many regions of the world, there is a trust deficit. Consumers no longer trust many institutions in the way that they used to, so marketers should value trust over hype.  

“Relatability is the new credibility,” McIntee-Carlisle noted. People connect with authentic stories, which is why micro-influencers and user-generated content are on the rise. People don’t want perfection – they want real. And, while big-name influencers still matter, micro-creators are becoming the bridge between local context and brand relevance. 

Turning to Brand Africa, a project initiated by UN Tourism and which the African Marketing Confederation is helping to drive, she noted that tourism and destination marketing was playing a key role in shifting global perceptions about Africa, as well as specific nations within it. 

Ethiopia is already on this path, McIntee-Carlisle said, through the work being done by Ethiopian Airlines and the various national reforms taking place. “Africa has stories worth telling – in our own voice,” she stressed. Narrative has the power to change perception at a national level. 

In conclusion, the gathering noted the importance of creating marketing that feels African. The continent’s marketers should not replicate, but innovate. Not follow, but lead. 

The Ethiopian Marketing Professionals Association is a member of the African Marketing Confederation.