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2015-03 Candid Consumption Africa Bulletin

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MARCH 2015
AFRICA Trend Bulletin:


Why increasingly inquisitive, info-craving African consumers will expect brands to be totally transparent in 2015.

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2015-03 Candid Consumption Africa Bulletin

  1. 1. CANDID CONSUMPTION Why increasingly inquisitive, info-craving African consumers will expect brands to be totally transparent in 2015. Africa trend bulletin March 2015
  2. 2. Power blackouts supplemented by diesel- powered generators, solar inverters, kerosene lamps and candles are routine (if not, daily) occurrences across the continent. And yet it is still a given that monthly utility bills are expected to be paid, without question. Lack of accountability for poor service delivery, questionable supply chain operations, disappearing government budgets and unsustainable sourcing of raw materials (to name a few), has long plagued most countries across the continent. In an environment where the disconnect between governments and their citizens cannot be overstated, many Africans have grown accustomed to being the only party expected to fulfil their side of the transaction: be good, obey the rules and pay up, without question – or don’t, at your peril. What’s more, that’s set a precedent that brands have followed. So that over the years, consumer’s expectations from brands operating in Africa were far lower than their global counterparts… CANDID CONSUMPTION 2www.trendwatching.com/trends/candid-consumption
  3. 3. Shell will pay out USD 83.4 million in compensation for oil spills in the Niger-Delta region in 2008. BP will pay USD 13 billion in compensation following the much smaller Macondo rig disaster in the Gulf of Mexico in 2010. REUTERS, JANUARY 2015. CANDID CONSUMPTION 3www.trendwatching.com/trends/candid-consumption
  5. 5. DEFINITION As the chasm between institutions and citizens shrink, brands that continue to follow the modus operandi of yesteryear do so to their detriment. African consumers today will not only call out opaque organizations, but will also patronize and support those that are more open, honest, real, raw and transparent. Take, for example, the successful influx of electricity meters across key cities in sub-Saharan Africa – consumers will always opt for unbiased and measurable solutions in place of vague ones. The rise of CANDID CONSUMPTION has only just begun, but survival of the fittest (brands) in 2015 and beyond will be determined by these aforementioned characteristics – so take heed! CANDID CONSUMPTION | In 2015, all institutions and brands will undergo the African Inquisition, as increasingly agitated consumers across the continent demand total accountability, transparency and information. CANDID CONSUMPTION 5www.trendwatching.com/trends/candid-consumption
  6. 6. 1. Digitally Empowered Consumers: As they become more digitally interconnected, Africans are clued up more than ever. 2. Returning Globals & Richer Locals: Increasing disposable incomes and global benchmarks understood by the diaspora and returnees are putting pressure on organizations to be more transparent. 3. ¡Viva la Revolución! ... African style: From Lagos to Limpopo, the pendulum of activism is in full swing! 4. More Competitors = More Choice: Today, new offerings and solutions are flooding the market, leaving consumers spoilt for choice! WHY NOW? Four key drivers to explain this new phenomena. CANDID CONSUMPTION 6www.trendwatching.com/trends/candid-consumption
  7. 7. 1. CANDID EXPOSURE: Businesses and initiatives forcing open dialog and exposing information have risen where institutions have fallen short. In Africa, this largely speaks to governance and state-run services, which have remained opaque despite the changing times. 2. EMBEDDED CANDIDATES: In some regions, certain brands have already embraced a transparent and CANDID approach with their customers. These progressive brands are challenging the status quo by embedding openness and accountability into their products and services. 3. CANDIDS ON CALL: These brands understand that, in 2015, it is not enough to merely be informative and transparent: they must also do it at the right time (or even in real time)! WHY NOW? In which ways are African brands today addressing CANDID CONSUMPTION? Here’s three actionable opportunities for brands, entrepreneurs and organizations to take advantage of... CANDID CONSUMPTION 7www.trendwatching.com/trends/candid-consumption
  8. 8. WHY NOW? CANDID CONSUMPTION 8www.trendwatching.com/trends/candid-consumption
  9. 9. Between 2000 and 2014, the number of internet users on the continent grew from 4.5 million to 298 million: a growth rate of 6,500%, almost ten times the global average (Internet World Statistics, June 2014). Africans are thus more informed and more able to investigate and interrogate brands in ways that were not possible before. Savvy organizations understand that willingly offering up information is ultimately better than being found out online. And that truth is only intensifying as connectivity and the digitalization of services sweeping across the continent shows no signs of slowing (at least for now). 1. Digitally Empowered Consumers Africans are clued up more than ever, as they go online and become more digitally interconnected. WHY NOW? CANDID CONSUMPTION 9www.trendwatching.com/trends/candid-consumption
  10. 10. Internet.org, an initiative providing free access to Facebook and other online resources for emerging markets, launched in Zambia in 2014. CANDID CONSUMPTION 10www.trendwatching.com/trends/candid-consumption
  11. 11. Between 2000 and 2014, there has been a tripling of middle- class households across 11 key African markets (Standard Bank Group Ltd, August 2014). At least 32 African nations, in need of revenue, investment and human capital, have created organizations to tap their diaspora’s funds and know-how (Good Governance Africa, March 2014). Cities have and always been melting pots for a broad spectrum of society. And in Africa, that’s no different. The combination of more informed local consumers fused with diaspora and returnee communities, has resulted in citizens who not only expect but also demand more from their governments, brands and even society! Now, these educated, assertive citizens are ready to call out those falling short. 2. Returning Globals & Richer Locals (in a city setting) Increasing disposable incomes and global benchmarks understood by the diaspora and returnees are putting pressure on organizations to be more transparent. WHY NOW? CANDID CONSUMPTION 11www.trendwatching.com/trends/candid-consumption
  12. 12. In December 2014, Anarchist Bookfair – an activist group that challenges the political landscape in South Africa – launched a parody site (titled So, Happy in Cape Town?), satirizing societal inequalities and the lack of racial diversity in the city. CANDID CONSUMPTION 12www.trendwatching.com/trends/candid-consumption
  13. 13. In April 2014, terrorist group, Boko Haram, abducted over 200 schoolgirls from Chibok, an area in northern Nigeria. The #bringbackourgirls social media (and offline) campaign – initiated by Nigerian protesters – garnered the attention of global influencers worldwide, from Michelle Obama to Nobel Peace Prize winner Malala Yousafzai. Despite the failure to recover the girls to date, the campaign has continued to put pressure on the Nigerian government to act more decisively in investigating their whereabouts (PBS.org, February 2015). Many African citizens are no longer waiting for change, but are catalyzing it. As the activism mindset permeates the continent, consumers – in search of a brighter future – are proactively engaging with organizations on issues both serious and trivial, on and offline. And let’s not forget 2015’s more daring, tech-savvy African youth, who are aware that, regardless of their physical ability to call out the powers that be, the global momentum instigated via a click or hashtag can be far more powerful. 3. ¡Viva la Revolución! ... African style! From Lagos to Limpopo, the pendulum of activism is in full swing! WHY NOW? CANDID CONSUMPTION 13www.trendwatching.com/trends/candid-consumption
  14. 14. Internet memes making fun of Robert Mugabe spread across blogs and social media, after the Zimbabwean president attempted to block photographs of his fall outside Harare airport in February 2015. CANDID CONSUMPTION 14www.trendwatching.com/trends/candid-consumption
  15. 15. 65% of Africans agree that the desire and ability to buy products move the economy and culture forward (Boston Consulting Group, March 2014). Africans are natural consumers, and crave the plethora of products and services available in other markets. Although it has taken a while for supply to catch up with demand, that is now happening at an unfathomable pace. The race for this Final Frontier has never been so pressing, and the past few years have seen withering monopolies relinquish their strongholds to domestic, more agile, transparent and relevant startups offering exciting home-grown solutions, alongside global conglomerates eager to export their best-in- class innovations. And all this results in the most choice-abundant consumers the continent has ever seen! 4. More competitors = More choice! Like the metered billing system’s triumph over the older, more obscure methods, today new offerings and solutions are flooding the market, leaving consumers spoilt for choice! WHY NOW? CANDID CONSUMPTION 15www.trendwatching.com/trends/candid-consumption
  16. 16. An average of 75% of 10,000 Africans polled were keen to ‘buy more things’ – higher than averages in Brazil, China and India, and twice the percentage in developed economies (Boston Consulting Group, March 2014). CANDID CONSUMPTION 16www.trendwatching.com/trends/candid-consumption
  17. 17. SO WHAT? Trends are about opportunities. Here’s three to start your CANDID journey. CANDID CONSUMPTION 17www.trendwatching.com/trends/candid-consumption
  18. 18. 1. CANDID EXPOSURE If you can’t beat them, expose them... CANDID CONSUMPTION 18www.trendwatching.com/trends/candid-consumption
  19. 19. Last November saw Namibia hold Africa’s first electronic ballot for over 1.2 million of its citizens. Opposition parties challenged the process, citing vote-rigging concerns; the case was dismissed by the country’s High Court. (BBC, November 2014) Of course, not everyone will be excited about adopting CANDID CONSUMPTION, and this is where the opportunities for CANDID EXPOSURES lie. The expectation gap between the information Africans demand and what institutions, politicians, and other types of state-managed service providers are actually offering, is vast. Yet, this year will continue to see a steady growth of programs, organizations and daring platforms fill these gaps, by shining a light on (read: exposing) previously hidden or opaque processes, institutions and people. Are you ready to become CANDID BY PROXY? There are plenty of platforms, brands, programs, initiatives and fearless entrepreneurs across the continent ready to inform consumers about YOU! CANDID EXPOSURE CANDID CONSUMPTION 19www.trendwatching.com/trends/candid-consumption
  20. 20. FEATURED INNOVATIONS: CANDID EXPOSURE afriLeaks Whistleblowing site launches in Africa CANDID CONSUMPTION 20www.trendwatching.com/trends/candid-consumption
  21. 21. FEATURED INNOVATIONS: CANDID EXPOSURE BudgIT Nigerian website offers information on public budgets and spending CANDID CONSUMPTION 21www.trendwatching.com/trends/candid-consumption
  22. 22. FEATURED INNOVATIONS: CANDID EXPOSURE Live SA Initiative invites young journalists into South African parliament CANDID CONSUMPTION 22www.trendwatching.com/trends/candid-consumption
  23. 23. WHY NOW? SYNCED SERVICES? Yes, sometimes archaic and stubborn institutions must have transparency forced upon them. But if you are an institution willing to adapt, how about partnering with a platform that makes you more transparent? For smaller organizations, why not BE that platform that partners with a big institution and opens it up? Either way: Collaborate! After all, it’s all about offering both your (and their) customers 100% candor! CANDID CONSUMPTION 23www.trendwatching.com/trends/candid-consumption
  24. 24. 2. EMBEDDED CANDIDATES Embed openness, accountability and transparency in your brand. CANDID CONSUMPTION 24www.trendwatching.com/trends/candid-consumption
  25. 25. SIGN OF THE TIMES: EMBEDDED CANDIDATES Van Ryn’s CANDID CONSUMPTION 25www.trendwatching.com/trends/candid-consumption
  26. 26. EMBEDDED CANDIDATES So, maybe you’re now ready to take that big step... ... and embrace this trend in its entirety and become intrinsically CANDID? We’ve identified two routes: 1. CANDID SNIPPETS: Large brands, organizational bodies and multinationals may not be able to overhaul their entire transparency agenda straight away. But they can still run with campaigns, initiatives and events that allow consumers a ‘quick snippet’ of greater transparency. 2. CANDID EPICS: Newer, more agile and adventurous entrepreneurs can embed CANDID CONSUMPTION into the essence of their brand and bring customers into the heart of their operations. CANDID CONSUMPTION 26www.trendwatching.com/trends/candid-consumption
  27. 27. EMBEDDED CANDIDATES CANDID SNIPPETS A few examples of organizations that have adopted candid elements into their products, services and experiences. CANDID CONSUMPTION 27www.trendwatching.com/trends/candid-consumption
  28. 28. FEATURED INNOVATIONS: EMBEDDED CANDIDATES / SNIPPETS People’s Democratic Party Lagos State governorship candidate announces his first ever Google Hangout session for local residents CANDID CONSUMPTION 28www.trendwatching.com/trends/candid-consumption
  29. 29. FEATURED INNOVATIONS: EMBEDDED CANDIDATES / SNIPPETS Capitec Bank Social media campaign invites bank’s customers to ask questions CANDID CONSUMPTION 29www.trendwatching.com/trends/candid-consumption
  30. 30. FEATURED INNOVATIONS: EMBEDDED CANDIDATES / SNIPPETS Nigerian Government Nigeria launches open data initiative CANDID CONSUMPTION 30www.trendwatching.com/trends/candid-consumption
  31. 31. EMBEDDED CANDIDATES CANDID EPICS One for more agile brands! Africans will eagerly champion organizations that go the extra mile and expose more than expected. Whether this means offering up your supply chain for scrutiny, inviting your customers to interrogate or openly criticize your service, or even baring your entire production process, there are many ways to shock, excite and ultimately gain the respect of otherwise jaded consumers. CANDID CONSUMPTION 31www.trendwatching.com/trends/candid-consumption
  32. 32. FEATURED INNOVATIONS: EMBEDDED CANDIDATES / EPICS The Coffee Station Eco-friendly mobile coffee cart launches in Cape Town CANDID CONSUMPTION 32www.trendwatching.com/trends/candid-consumption
  33. 33. FEATURED INNOVATIONS: EMBEDDED CANDIDATES / EPICS Waste2Wow Bag brand’s ‘micro manufacturing’ franchise model opened to locals CANDID CONSUMPTION 33www.trendwatching.com/trends/candid-consumption
  34. 34. FEATURED INNOVATIONS: EMBEDDED CANDIDATES / EPICS Wolf & Maiden Sustainable accessories brand utilizes a single space as studio, workshop, stock room and store front CANDID CONSUMPTION 34www.trendwatching.com/trends/candid-consumption
  35. 35. NEXT CANDID ADD-ONS? Now that you’ve embedded candidness into your core business, how can you milk it? If you’re an offline business operating transparently, think about how you can bring this feature online. It wouldn’t hurt for, say, Wolf & Maiden (above) to hold a Google+ Hangout session for their online community. And vice versa too! CANDID CONSUMPTION 35www.trendwatching.com/trends/candid-consumption
  36. 36. 3. CANDIDS ON CALL The new ‘African Time’ is on time, at the right time and in real-time. CANDID CONSUMPTION 36www.trendwatching.com/trends/candid-consumption
  37. 37. CANDIDS ON CALL CANDID CONSUMPTION in real-time anyone? ... because honesty/transparency/ information is useless if it’s late! Many services in Africa are pretty honest, just slow. So slow that in some cases, there may as well be no service at all. The recently postponed Nigerian elections are yet more proof that there’s no shortage of hindrances to the timeliness of vital events and services across the continent. The next phase of CANDID CONSUMPTION sees its lines being blurred with real-time information and services.Because Africans in 2015 will demand that beyond just providing transparent and honest information, organizations take their accountability to the next level by disseminating it as and when it is needed, and often in real-time. CANDIDS ON CALL recognize the overwhelming need for timely, trackable and measurable information. CANDID CONSUMPTION 37www.trendwatching.com/trends/candid-consumption
  38. 38. FEATURED INNOVATIONS: CANDIDS ON CALL Ethio Telecom Hotline provides rural Ethiopian farmers with real- time crop information CANDID CONSUMPTION 38www.trendwatching.com/trends/candid-consumption
  39. 39. FEATURED INNOVATIONS: CANDIDS ON CALL Traffic Lite Real-time, crowdsourced traffic updates helps Nigerian drivers and commuters CANDID CONSUMPTION 39www.trendwatching.com/trends/candid-consumption
  40. 40. FEATURED INNOVATIONS: CANDIDS ON CALL electiOnride Interactive mapping website shows Zimbabwe’s election results in real-time CANDID CONSUMPTION 40www.trendwatching.com/trends/candid-consumption
  41. 41. FEATURED INNOVATIONS: CANDIDS ON CALL Tunisie Telecom Telecoms company encourages Tunisians to collect trash and track beach cleanliness in real- time, in exchange for free wifi CANDID CONSUMPTION 41www.trendwatching.com/trends/candid-consumption
  42. 42. NEXT PLAYSUMERS If you’re already implementing this trend, it means you’re ahead of the (CANDID) curve. So it’s time to have fun! What games or reward mechanisms can you embed into your real-time services? Tunisie Telecom incentivized consumers to collect trash with free wifi, which they could then use to track collective progress. How can you take this trend even further by engaging Africans in a fun and novel manner? CANDID CONSUMPTION 42www.trendwatching.com/trends/candid-consumption
  43. 43. READY TO TAKE THAT STEP? Take a leap of faith into CANDID CONSUMPTION and Africans will thank you with their hearts, votes, loyalty and of course Rands/Naira/Dirham/Metical/Birr/Kwanza/Shillings/Cedi... CANDID CONSUMPTION 43www.trendwatching.com/trends/candid-consumption
  44. 44. Then try using our (free) CONSUMER TREND CANVAS tool to help you structure a session with your team. Will yours be among the next ones we feature in our future bulletins? ;) Need some help? NEXT CANDID CONSUMPTION 44www.trendwatching.com/trends/candid-consumption
  45. 45. MORE... If you have any comments, suggestions or questions then please do let us know. Just email: PAUL BACKMAN Chief Client Officer paul@trendwatching.com About us Established in 2002, trendwatching.com is the world’s leading trend firm, scanning the globe for the most promising consumer trends, insights and related hands-on business ideas. Our Premium Service counts many of the world’s leading brands as clients, while our free monthly Trend Briefings go out to over 260,000 subscribers in 180 countries. More at www.trendwatching.com Want more? Free Publications Premium Service LIVE: Keynotes & Workshops