trendwatching.com's NEW AFRICAN NARRATIVES

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Across Africa, consumers are renouncing the age-old labels, clichs, and stereotypes placed upon them. Instead, today African consumers are forging new identities and tribes based on their own definitions, interests, passions, aspirations and lifestyle choices. Delve into trendwatching.com's Africa Trend Bulletin to find out about how these changes are paving the way for the rise of OTT AFRICANS, ZERO WAHALA COMMUNITIES, HOITY-TOITY HEROES, and a plethora of other NEW AFRICAN NARRATIVES, too!

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  • NEW AFRICAN NARRATIVES

    trendwatching.com MAY 2014 AFRICA TREND BULLETIN

    Celebrating new, bold and empowering demographics in sub-Saharan Africa.

  • Its time to retire the clichs when it comes to African consumers.

    Remember how Bottom Of the Pyramid (BOP)

    began as a useful term for Africas struggling

    economic lower classes, but somehow evolved

    into the blanket term for sub-Saharan Africa as a

    whole?

    Today, the new (and contrasting) clich is Africa

    Rising: a view of Africa that cant see past the

    new wealth sweeping across the continent.

    The problem? Both approaches are over-

    simplistic narratives that dont take into account

    the multiplicity of Africas languages, cultures,

    tribes, ideologies and the diversity of its people,

    whose stories are diverse and complex.

    NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 2

  • Today, Africans are constructing many new identities of their own.So lets change the NARRATIVE ;)

    Across the continent, Africans are renouncing the

    age-old labels, clichs, and stereotypes placed

    upon them. And theyre 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.

    NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 3

  • Here are three NEW AFRICAN NARRATIVESEach one a newly-identified segment defined by the new aspirations, mindsets and lifestyles of a subset of African consumers.

    Why Africans are opting to OVERCOME TRIALS &

    TRIBULATIONS by redefining their identities, forming

    positive aspirations, setting new benchmarks, and

    rewriting the socio-economic textbook.

    A new breed of no-nonsense citizens are chasing

    positive change in their communities.

    A change of heart within the luxury class.

    1. OTT AFRICANS

    2. zERO wAhALA COMMUNITIES

    3. hOITY-TOITY hEROES

    NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 4

  • The challenge for brands? Discard outdated, economic-driven consumer classifications, and explore these, and

    other, NEW AFRICAN NARRATIVES.

    NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 5

  • 1. OTT AFRICANSwhy Africans are opting to OVERCOME TRIALS &

    TRIBULATIONS by redefining their identities, forming positive aspirations, setting new benchmarks, and

    rewriting the socio-economic textbook.

    NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 6

  • The ability to OVERCOME TRIALS & TRIBULATIONS...Has long been a characteristic that demonstrates the unique resilience of the African spirit.

    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!

    1. OTT AFRICANS

    NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 7

  • EXAMPLES: OTT AFRICANS

    GuinnessVideo ad highlights La Sape movement of Congo

    NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 8

  • The Guinness Sapeurs advert racked up almost 3 million views in its first

    week on YouTube.(YOuTuBE, JANuARY 2014)

    NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 9

  • EXAMPLES: OTT AFRICANS

    BellsVideo ad features illiterate South African father

    NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 10

  • EXAMPLES: OTT AFRICANS

    Save & BuySaving platform helps Nigerians make major purchases

    NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 11

  • 2. ZERO WAHALA COMMUNITIESA new breed of no-nonsense citizens are chasing

    positive change in their communities.

    NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 12

  • Yes, Wahala means trouble...And now ZERO WAHALA COMMuNITIES are embracing incentives or initiatives that help them address troubles in their local community even if that means a little pain.

    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.

    2. ZERO WAHALA COMMUNITIES

    NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 13

  • EXAMPLES: ZERO WAHALA COMMUNITIES

    Commission Nationale de Prevention RoutiereRobot traffic officers enforce road safety in Democratic Republic of Congo

    NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 14

  • EXAMPLES: ZERO WAHALA COMMUNITIES

    WecyclersCommunities in Nigeria incentivized to recycle trash

    NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 15

  • EXAMPLES: ZERO WAHALA COMMUNITIES

    #AnotherLightUpCape Town mural lights up to encourage donations to street lighting fund

    NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 16

  • EXAMPLES: ZERO WAHALA COMMUNITIES

    AirwareDrone tracks and monitors poachers in Kenya conservation park

    NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 17

  • We obviously offer much more

    than monthly Trend Briefings...

    Your complete trend and innovation solution.

    Introducing our 2014 Premium Service

    Find out more

    2014 Trend Report

    Trend Framework Innovation Database

    Industry Updates Apply Toolkit

    Monthly Updates 1-page Trend Handouts

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  • 3. HOITY-TOITY HEROESA change of heart within the luxury class.

    NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 19

  • From the Wabenzi to the Owambe...Many financially able Africans have long been labeled as lavish (and in some cases, wasteful) consumers lacking a conscience.

    It goes without saying that in the West, GUILT-

    FREE CONSUMPTION has become all but

    mainstream. But Africa has its 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 continents evolving role

    models as Dencias demise becomes Lupitas

    rise Africa proudly presents: HOITY-TOITY

    HEROES!

    3. HOITY-TOITY HEROES

    NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 20

  • EXAMPLES: HOITY-TOITY HEROES

    Piratas do PauMozambican premium furniture is made from scrap wood

    NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 21

  • EXAMPLES: HOITY-TOITY HEROES

    Zashadu BagsLagos-based manufacturer makes luxury bags from locally-sourced materials

    NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 22

  • EXAMPLES: HOITY-TOITY HEROES

    Accra Green MarketGhanas first premium, organic farmers market

    NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 23

  • EXAMPLES: HOITY-TOITY HEROES

    Styled By AfricaPlatform for sustainable African high fashion

    NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 24

  • SO WHAT DO THESE NEW AFRICAN NARRATIVES MEAN

    FOR YOU?

    NEXT

    Go ahead and serve these NANs. But dont stop there identify and serve your own NANs, too. Want to get started:

    read on!

    NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 25

  • hunt for new groups, tribes and communities that are emerging in your fields of interest. Be curious about their fundamentals, as you never know how sticky their cause will eventually be.

    1. Discover. Ask. Research.

    NEXT

    NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 26

  • Once youve found your new niche, tailor your products to them respectfully. If you would like to represent them in a campaign, seek their creative input to ensure validity and credibility, not rehashed representations.

    2. Avoid gimmicks

    NEXT

    NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 27

  • Collaborate with these new tribes in the creation of your products or services. Like the #AnotherLightUp Project, communities always appreciate getting involved in solving their own problems too.

    3. Get together

    NEXT

    NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 28

  • One common theme in previous African narratives is negativity. Dont patronize your consumers but do focus on how everyone collectively can move forward.

    4. Stay Positive

    NEXT

    NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 29

  • As a brand, it is imperative that you are observant and agile to the changing nature of whichever NEw AFRICAN NARRATIVE you discover. In order to stay relevant, as they evolve, so too must you.

    5. Evolve and keep evolving

    NEXT

    NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 30

  • NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 31

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