
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.
VALUES-BASED CONSUMERS
By our News Team | 2021
Attitudes may vary from region to region, but an increasing number of people want to support brands that align with their values.
Values-based consumers — people who vote with their wallets to support brands that align with their values — are on the rise, a trend accelerated by COVID-19. These consumers are making brands more aware of the importance of corporate social responsibility and sustainability.
This is according to Xiaofeng Wang, Principal Analyst in the Asia-Pacific region for international market research and advisory company Forrester. In a recent blog, she points out, though, that issues such as sustainability appear to be receiving less attention from corporates in the region than in many other markets.
“In fact, we predict that in 2022, the number of firms in [Asia-Pacific] to appoint a dedicated sustainability lead will be less than half the global average,” Wang says.
Image by Peggy und Marco Lachmann-Anke from Pixabay
“Still, brands should act and heed the call of values-based consumers by embracing ethical marketing practices. Done right, it can enhance customer trust and loyalty and bring long-term value to brand.”
Two main reasons to market ethically
Posing the question as to why brands should adopt ethical marketing, Wang writes that there are two main reasons to do so:
Doing ethical marketing incorrectly can cause serious consumer backlash and have a severe impact on business performance, such as reducing sales, Wang warns.
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.