Alison Okatch
August 18, 2026
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Every planning cycle starts the same way. Someone pulls up the sales numbers, someone else pulls market share, and if the timing is right, the latest brand tracker lands on the table too. These three numbers, more than any others, tend to anchor the conversation about what to do …
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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
H1 2026 exposed the rise of the optimisation economy, with consumers actively reallocating spending rather than simply cutting back.
