Why purpose-led marketing is a must for African brands

By our News Team | 2022

Do consumers care how a company behaves, if the product and price is right? Research shows they do favour brands with a social purpose.

Any marketer worth their salt knows that change is good and based on the permanent flux of human evolution. A seasoned marketer embraces this and the ethos that marketing is a service to others; not the opportunistic entity that it is sometimes portrayed to be.

Purpose-led marketing is, by definition, when a brand and its audience connect on a mutual cause that both believe in. In a perfect world, purpose-led marketing would be an extension of a purpose-driven business model.

The latter goes deeper than simply aligning with a cause, which in itself is a good thing. However, when the business model is built on a purpose, it makes people, their experiences and their well-being the primary aim of what the organisation does.

Why brands need to be more purpose-driven

The old adage of ‘do my customers actually care as long as my prices are competitive and my products or services provide the desired quality?’ is fast becoming redundant.

Several marketing surveys in recent years have revealed the ascent of purpose-led business and why consumers support certain brands. Business magazine Forbes published a comprehensive list of many of these surveys and the overarching message was clear: The purpose-led business model is on the rise and for good reason.

Purpose-led Marketing

Photograph via Strategic Marketing for Africa magazine

Consumers are changing and so are their choices. Consider that Generation Y or Z consumers will likely be a large part of a company’s current customer base and most/all of its future customers. 

Several recent studies also reveal that the aforementioned generations not only choose to support brands that align with their beliefs but, where possible, prefer to work for brands that do so!

To read more about how purpose-led marketing strategies are being implemented, go to page 39 of the latest digital edition of Strategic Marketing for Africa, the official publication of the African Marketing Confederation (AMC) here: https://africanmarketingconfederation.org/publications-2/


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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.