HEART ON SLEEVERS
How cultural 'storysellers' will win the hearts (and sleeves) of proudly African consumers in 2015.
In previous trends FOR AFRICA BY AFRICA and NEW AFRICAN NARRATIVES, we highlighted how Africans are flaunting their cultural identities in new ways. The evolution of this phenomenon in 2015? These increasingly confident HEART ON SLEEVERS will celebrate culturally significant causes, movements and heritage in ways that go beyond merely consuming products that are Made in Africa.
In 2015, HEART ON SLEEVERS will also demand that African brands break the cycles of bland consumerism by making even bolder, more expressive (wearable) statements, reinforcing important facets of their culture and deeper beliefs.
So what cultural stories can you visibly embed into your products and services in 2015?
INFO-CHAMELEONS
Fun, novel and unconventional information channels will be welcomed in 2015.
Simply put, Africans today are bored of being force-fed contrived, controlled, censored and, yes, dull information. What’s more, they’re ever more aware of the information gaps left by mainstream media and government.
One example? Nine journalists, known for blogging about political repression and human rights, have been detained by the Ethiopian government since April on the grounds that their use of social media causes instability (BBC, July 2014).
In 2015, young Africans are especially looking for creative brands to plug the info-gaps – and do so in a way that is truly engaging. That means delivering useful, necessary information – or boundary-pushing entertainment – via creative, unconventional and playful channels (as JT Rappé do below). Time to get thinking about how YOU can fill information gaps in 2015.
BENEVOLENT BRANDS
Time to flip the social hierarchy in 2015 and serve the African masses.
From unequal societies that only give kudos to the affluent and the authority figures, to archaic work/family/community structures, the African masses are used to being ignored at best and maltreated at worst. And that has extended to the brand/consumer relationship, too.
In 2015, rising numbers will demand that brands become ‘nicer’, by acting in ways that benefit individuals and society as a whole. Like Brandhouse’s roadblock (below), BENEVOLENT BRANDS will find surprising ways to reward customer patronage and good behaviour.
And remember, it’s inevitable that the brands that are benevolent now will earn the trust and gratitude of tomorrow’s middle class consumers. How will you win over, entice, surprise and excite African customers?
DESTINATION AFRICA
In 2015, smart brands will welcome and cater to African tourists.
As African pride continues to grow, the continent will, in turn, continue to become an attractive travel destination – for other Africans.
No longer will holidaying in Africa solely be about adventurous safari-beach-loving foreigners. Indeed, the African tourism industry has already begun catering to local (and cross-continent) tourists. For example, after stagnating growth the Mauritian government boosted tourism by relaxing visa regimes for over 30 African countries (African Development Bank, 2013).
In 2015, expect travel operators to begin innovating to attract and delight other Africans in search of leisure. Remember, you don’t have to be in the travel or tourism industry to cater to and delight DESTINATION AFRICA travelers!
BETTER TECH
2015 will see even more forward-thinking, empowering applications of technology.
Enough has already been said about M-Pesa, USSD, and other jugaad innovation / no-frills / B.O.P / low-tech solutions. And yes, a tech-fueled life is still not on the radar for many Africans.
But progress is happening. One example? Angola Cables plan to increase Africa’s mobile coverage by 20% in 2015 with fiber-optic cables.
With manifold challenges facing the continent – from healthcare to education and more – consumers in 2015 will eagerly reach for smarter tech solutions that truly improve lives, empower individuals and improve wider communities.
You must however move first and fast. Anticipating and responding to tomorrow’s interconnected Africa is an opportunity too hot to bypass.
CREATIVE CROSS-POLYNATIONS
In 2015, African nations will strike creative partnerships with those outside the continent.
From Dar es Salaam’s Diamond, to South Africa’s Mafikizolo, culture-craving African consumers (and those in the diaspora) are lapping up a burgeoning array of local talent. Nigerian box office revenues, which have nearly doubled since 2009, are projected to grow an additional 70 percent by 2018 (PricewaterhouseCoopers, September 2014).
Yet the media and entertainment sector also struggles with fundamental shortcomings, such as lack of professional equipment, promotional channels or project funding.
Of course, Africa is brimming with diverse talent awaiting exposure, training, the right resources, and more. So, one key opportunity for non-African nations and organizations in 2015? Creatively cross-pollinate with an African country and fund, collaborate with or contribute to the continent’s creative economies.
ECO-REVERENCE
Why African-made, sustainable solutions will rule for 2015's eco-conscious consumer.
Spurred on well-traveled consumers – and a growing appreciation of what it means to live in (and protect) Africa among the non-traveled masses – many are now realising that going green doesn’t necessarily mean ‘backwards’, no-frills solutions.
A growing number of Africans today want to demonstrate respect for their environment through the products they consume.
In 2015, increasing experience of eco-innovations that truly improve quality of life will spur a new ECO-REVERENCE among African consumers, who will embrace a plethora of eco-solutions, and push new, homegrown eco brands further forward.
So how will your products drive the green agenda in ways that will contend with those of the West?
NEW AFRICAN DEAL
African workers will demand an invitation to the African growth party in 2015.
Up until now, the unprecedented progress of the continent hasn’t been inclusive of all inhabitants. Take Nigeria, which in April 2014 overtook South Africa to become the continent’s largest economy: 74% of the population remains below the MGI Empowerment Line, which refers to an ‘economically empowered’ standard of living (McKinsey Global Institute, July 2014).
Many hardworking Africans are seeking ways to both contribute to and benefit from growth. In 2015, smart brands will heed the call of the masses and supercharge rising Africa by letting everyone join the party.
Ask yourself: what will the NEW AFRICAN DEAL mean for your brand?
ON-DEMAND DELIGHT
Yes, in 2015 Uberfication will be at work in Africa, too!
Cheap labour costs means Africa already has a well-developed mindset around outsourcing everyday tasks. But now, expectations around how that will be done are transforming thanks to Uber and others.
Since 2000, the middle classes of Africa’s 11 largest economies have grown from 4.6 million households to 15 million today (Standard Bank, August 2014). In 2015, these time-stricken, middle class Africans will expect the ability to tap an app or login to an online platform and outsource routine tasks. Accustomed to stressful and inefficient services, they’ll embrace the greater transparency and quality control allowed by outsourcing platforms and apps.
What would your offering look like if it went ON-DEMAND in 2015?
BRAND STANDS
In 2015, African brands will finally take a stand against corruption.
Over half of sub-Saharan Africans believe that their government is largely run by big entities acting in their own best interests, instead of the public good (The African Development Bank, May 2014).
Already some African brands, such as fast-food chain Nando’s, are trailblazers in humorously addressing serious issues regarding governance, politics and corruption (see examples below). And the increasing popularity of their campaigns prove that consumers will look up to and support brands who are brutally honest about corruption.
So for 2015, how your brand can lead the way in taking a stand against the perpetrators?
