In this episode we’re exploring consumer lifestyles, mindsets, and behaviours shaping five key markets in Africa. Sena and Stacy are joined by their Nigerian colleague, Kanayo Bardi to unpack Kantar’s Africa Life 2025 study. This is the first episode on Future Proof Mzansi that truly delves into consumer behaviour in other African markets and what that means for brands.

Covering Côte d’Ivoire, Kenya, Nigeria, Senegal and South Africa, Africa Life explores the human truths behind Africa’s fastest-changing markets and what that means for marketers, brands, and business growth. 

This podcast is produced by Laura Rapson

Chapters

00:00 - Introducing the Africa Life Report and our guests 

04:08 - Strategies that Africans are using to navigate the tough economic climate and what brands can take from this

06:13 - How culture drives and influences entrepreneurship in Nigeria

09:18 - Optimism in South Africa vs Senegal and Côte d’Ivoire

10:52 - How Kenyans are making their household financial situations work for them

12:59 - Why gambling and online betting is so prevalent in South Africa

14:54 - Online betting in Nigeria

16:53 - What African consumers are doing to cope with the rising cost of living

18:45 - The difference between locally produced products in South Africa and the other markets

21:10 - How to make sure rewards programmes are actually driving loyalty from consumers

24:45 - Online shopping in Nigeria - how it differs to other markets and what’s driving its popularity

27:33 - Why online grocery shopping is more popular in South Africa than the other markets

29:48 - Is cash still king in Africa?

33:15 - How brands can use digital channels effectively

36:12 - What Nigerian brands are doing to prompt a high click through rate from influencers and other online media

37:53 - The most exciting things happening in the brand and marketing space in Nigeria right now

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