trendwatching.com's new african narratives
Post on 13-Sep-2014
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Across Africa, consumers are renouncing the age-old labels, clichés, 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!TRANSCRIPT
NEW AFRICAN NARRATIVES
trendwatching.com MAY 2014 AFRICA TREND BULLETIN
Celebrating new, bold and empowering demographics in sub-Saharan Africa.
It’s time to retire the clichés when it comes to African consumers.
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.
NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 2
Today, Africans are constructing many new identities of their own.So let’s change the NARRATIVE ;)
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.
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
Bell’sVideo 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
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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 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!
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 MarketGhana’s 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 don’t 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 you’ve 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. Don’t 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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