Strategic Marketing africa C O H E R E N T. C R E D I B L E . C O U R A G E O U S .
Journal of the African Marketing Confederation
Issue 4 2024
Africa’s Orenis dolorae What consumers
want from brands
CONSUMER ATTITUDES:
› Trust › Equality › Inclusivity › Authenticity
• •
Embracing Joy Demanding Trust
GENERATION ALPHA:
The new kids in town
SPORT SPONSORSHIP: Visit Rwanda + Arsenal FC
• E-Commerce • B2B platforms • Retail technology • Mobile money
PLUS: • MAKE AMAZON WORK FOR YOU • SECONDHAND MARKETS BOOM • UGANDA’S TEAR-JERKER ACTIVATION • WEST AFRICA’S FONIO GOES GLOBAL