2015-03 Candid Consumption Africa Bulletin

CANDID
CONSUMPTION
Why increasingly inquisitive, info-craving
African consumers will expect brands to
be totally transparent in 2015.
Africa trend bulletin
March 2015

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

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.

AFRICANS ARE NO LONGER WILLING TO
ACCEPT THIS STYLE OF CONSUMERISM!

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.

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.

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...

WHY NOW?

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?

Internet.org, an initiative providing free access to
Facebook and other online resources for emerging
markets, launched in Zambia in 2014.

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?

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.

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?

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.

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?

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).

SO WHAT?
Trends are about opportunities. Here’s
three to start your CANDID journey.

1. CANDID EXPOSURE
If you can’t beat them, expose them...

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

FEATURED INNOVATIONS: CANDID EXPOSURE
afriLeaks
Whistleblowing site launches in Africa

BudgIT
Nigerian website offers information on public
budgets and spending

Live SA
Initiative invites young journalists into South
African parliament

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!

2. EMBEDDED CANDIDATES
Embed openness, accountability and
transparency in your brand.

SIGN OF THE TIMES: EMBEDDED CANDIDATES
Van Ryn’s

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.

EMBEDDED CANDIDATES
CANDID SNIPPETS
A few examples of organizations that
have adopted candid elements into their
products, services and experiences.

FEATURED INNOVATIONS: EMBEDDED CANDIDATES / SNIPPETS
People’s Democratic Party
Lagos State governorship candidate announces
his first ever Google Hangout session for local
residents

Capitec Bank
Social media campaign invites bank’s customers
to ask questions

Nigerian Government
Nigeria launches open data initiative

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.

FEATURED INNOVATIONS: EMBEDDED CANDIDATES / EPICS
The Coffee Station
Eco-friendly mobile coffee cart launches in Cape
Town

Waste2Wow
Bag brand’s ‘micro manufacturing’ franchise
model opened to locals

Wolf & Maiden
Sustainable accessories brand utilizes a single
space as studio, workshop, stock room and store
front

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!

3. CANDIDS ON CALL
The new ‘African Time’ is on time, at the
right time and in real-time.

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.

FEATURED INNOVATIONS: CANDIDS ON CALL
Ethio Telecom
Hotline provides rural Ethiopian farmers with real-
time crop information

Traffic Lite
Real-time, crowdsourced traffic updates helps
Nigerian drivers and commuters

electiOnride
Interactive mapping website shows Zimbabwe’s
election results in real-time

Tunisie Telecom
Telecoms company encourages Tunisians to
collect trash and track beach cleanliness in real-
time, in exchange for free wifi

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?

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...

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

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

2015-03 Candid Consumption Africa Bulletin

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Andere mochten auch

Andere mochten auch (18)

Ähnlich wie 2015-03 Candid Consumption Africa Bulletin

Ähnlich wie 2015-03 Candid Consumption Africa Bulletin (20)

Mehr von TrendWatching

Mehr von TrendWatching (14)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

2015-03 Candid Consumption Africa Bulletin