NEW AFRICAN NARRATIVES

Remember how ‘Bottom Of the Pyramid’ (BOP) began as a useful term for Africa’s struggling economic lower classes, but somehow evolved into the blanket term for sub-Saharan Africa as a whole?

Today, the new (and contrasting) cliché is ‘Africa Rising’: a view of Africa that can’t see past the new wealth sweeping across the continent.

The problem? Both approaches are over-simplistic narratives that don’t take into account the multiplicity of Africa’s languages, cultures, tribes, ideologies and the diversity of its people, whose stories are diverse and complex.

Across the continent, Africans are renouncing the age-old labels, clichés, and stereotypes placed upon them. And they’re refusing to be defined by the part of the pyramid they inhabit, their spending ability, or economic stature.

Instead, Africans today are forming new identities and tribes based on their own definitions, interests, passions, aspirations and lifestyle choices.

And in 2014, some consumers are making it their personal mission to overcome their trials and tribulations, by turning their reaction to difficult circumstances into a self-constructed and (in some cases) outsized identity of its own.

Now, these OTT AFRICANS are expecting brands to champion, support and cater to the identities they create for themselves. Want proof? Look at these smart brands already doing it!

A new tribe of Africans today realizes that the development of their localities will not come overnight. Rather, that progress will require a change in communal thinking, culture and ethos. And these citizens know that for Africa to reach its full potential, they, too, will need to play their part as individuals.

ZERO WAHALA COMMUNITIES share the dream of a more positive African narrative, yet they are all too aware of the way their own lifestyles and consumption habits can hinder this. In turn, they are ever more ready to adhere to novel solutions conceived by businesses, governments, entrepreneurs and NGOs that lessen negative environmental and social impacts, and crack down on irresponsible or unsustainable behavior.

It goes without saying that in the West, GUILT-FREE CONSUMPTION has become all but mainstream. But Africa has it’s luxury-loving-yet-ethical consumers, too.

In 2014, a wave of privileged Africans are opting out of excessive extravagance and opting into more ethical consumption. Just a few of their motivations? A desire to go back to their roots and do things the natural way; a cultural pride in luxuries that are produced locally and sustainably; or simply an awareness of the need to consume responsibly.

Exemplified by the continent’s evolving role models – as Dencia’s demise becomes Lupita’s rise – Africa proudly presents: HOITY-TOITY HEROES!