Alison Okatch
June 29, 2026
Share article
For much of the past years, conversations about consumers have focused on financial pressure and declining purchasing power. Yet the data suggests a more nuanced reality. African consumers are not simply buying less. Instead, they are rebuilding their shopping baskets around value, necessity and practicality.
The analysis in this …
360 views
Share article
What's changing beneath your customers, and why your tracker won't tell you
Why the next generation of consumer insight should focus on when, why and how Africans shop, not just which brands they prefer
AI is making information harder to trust, making authenticity a key brand differentiator
