If you went on the streets today and asked just about anyone what continent they thought was the most underrated. A common response would come from every person you asked: Africa.

A continent that has been overlooked in the global business landscape, but times are changing. Global marketers have adapted business models to suit the continent’s middle class, youth population, and untapped markets.

From a growing digital ecosystem to deposits of natural resources, Africa presents a vast number of opportunities that savvy brands can’t afford to neglect, and neither should your brand.

Africa is not just a land of potential, but also one of opportunities.

Africa: The Goldmine Global Brands Can’t Ignore

Answering the question: Why Africa?

Picture a continent boasting over one billion people, a significant portion of these people are the young and the ambitious. This youthful demographic is quickly urbanising and embracing the new world.

Besides the young, the middle class has seen an increase in population over the years. In 2010 alone, a report showed that Africa’s middle class surpassed 300 million people and will reach 1.1 billion by 2060. From an economic standpoint, the continent demonstrates resilience with an average growth rate of 4.1% from 2000 to 2023. Also, Africa’s digital revolution is in full swing, with Nigeria leading with over 103 million internet users as of January 2024. The stats speak for themselves! Africa offers a vast market to leverage.

Africa’s Unique Consumer Behaviour

For any investor stepping into a new territory, the trickiest part of all might just be trying to figure out the behaviour patterns of the consumers in that particular place. For African consumers, brands must meet them where they are, through active social media engagement and localising marketing strategies to foster both trust and loyalty. Interestingly, Facebook leads with an 80.21% market share among indigenous social media users.

From the bustling streets of Lagos, the bright markets of Nairobi to the colourful festivals of Cape Town, the sounds of local music blend well with the energetic chatter of its indigenous people; each conversation reflecting the rich heritage of all the cultures that make up Africa. In this case, one thing remains certain: Africa’s diversity is its heartbeat. Use that to turn your campaigns into a marketing success.

The Coca-Cola Effect: Case Study of a Global Brand That Won in Africa

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