MARKETING MAGAZINES

Out now! New issue brings latest insights for Africa’s marketers

By our African Marketing Confederation News Team | 2024

Issue 4 2024 of Strategic Marketing for Africa, the magazine for deep-thinking industry professionals, provides latest in-depth insights.

The latest issue of Strategic Marketing for Africa, the quarterly magazine of the African Marketing Confederation (AMC), is now available online via the AMC website.  

 

Issue 4 2024 is packed with marketing-related news, in-depth features, and thought-leadership content from across Africa. Here are some of the highlights of the current issue. 

 

Inclusivity can be a catalyst for authentic connections 

 

Consumers in Africa and elsewhere increasingly expect brands to use diversity, equity and inclusion (DEI) thinking to avoid insulting, insensitive or biased messaging.

 

In the case of Nigeria, a 2024 study by The Culture Factor Africa showed a high correlation between ethnic diversity and return on assets in the West African nation. It noted that diverse teams were 70% more likely to capture new markets, while financial returns were “35% more likely higher in ethically diverse teams”.

Issue 4 2024 of Strategic Marketing for Africa

Similarly, Kantar’s recent Brand Inclusion Index 2024 report notes that “75% of consumers globally say that diversity and inclusion – or the lack thereof – influence their purchase decisions”. 

 

According to Amit Nanoo, Human Centric Growth Strategist in Kantar’s Insights Division, what sets Africa apart from the rest of the world is that while, globally, minorities and marginalised groups are underserved, “in Africa it’s the majority of people who are underserved”. 

 

What does this mean for Africa-focused brands? “People [in Africa] are looking to brands to take up the social and commercial responsibility to be more inclusive,” explains Nanoo. 

 

Africa’s consumers are moving from ‘tension’ to ‘intention’ 

 

Ipsos recently released its Global Trends 2024 report, titled ‘In Search of a New Consensus: From Tension to Intention’, which interviewed more than 50,000 people across 50 markets – including from six countries in Africa. 

 

According to the study, South Africa and Nigeria have seen an increase in positive perceptions of globalisation, with many viewing it as a catalyst for economic growth and development. Seventy-five percent of respondents in Nigeria and 70% in South Africa believe that globalisation has a positive impact on their country, highlighting a general optimism towards global interconnectedness. 

 

However, this optimism is tempered by concerns over national sovereignty and cultural identity. In Kenya and Zambia, there is a strong sense of national pride, with 82% of Kenyans and 78% of Zambians expressing pride in their nationality. This duality reflects a broader global trend where people appreciate the benefits of a globalised world, but also yearn for a stronger sense of local identity.  

 

For businesses operating in Africa, the challenge lies in leveraging global scale while remaining attuned to local nuances – a delicate balance that could determine success in these markets. 

 

You will find these stories, and much more, in the latest Strategic Marketing for Africa – the voice of African marketing and the official publication of the African Marketing Confederation (AMC). Read Issue 4 2024 online here.  

 

A Print Edition of the latest magazine will be available soon.

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    Dr Kin Kariisa

    Group CEO - Next Media

    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.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.