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NEW AFRICAN NARRATIVES trendwatching.com MAY 2014 AFRICA TREND BULLETIN Celebrating new, bold and empowering demographics in sub-Saharan Africa.

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Across Africa, consumers are renouncing the age-old labels, clichés, and stereotypes placed upon them. Instead, today African consumers are forging new identities and tribes based on their own definitions, interests, passions, aspirations and lifestyle choices. Delve into trendwatching.com's Africa Trend Bulletin to find out about how these changes are paving the way for the rise of OTT AFRICANS, ZERO WAHALA COMMUNITIES, HOITY-TOITY HEROES, and a plethora of other NEW AFRICAN NARRATIVES, too!

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Page 1: trendwatching.com's NEW AFRICAN NARRATIVES

NEW AFRICAN NARRATIVES

trendwatching.com MAY 2014 AFRICA TREND BULLETIN

Celebrating new, bold and empowering demographics in sub-Saharan Africa.

Page 2: trendwatching.com's NEW AFRICAN NARRATIVES

It’s time to retire the clichés when it comes to African consumers.

Remember how ‘Bottom Of the Pyramid’ (BOP)

began as a useful term for Africa’s struggling

economic lower classes, but somehow evolved

into the blanket term for sub-Saharan Africa as a

whole?

Today, the new (and contrasting) cliché is ‘Africa

Rising’: a view of Africa that can’t see past the

new wealth sweeping across the continent.

The problem? Both approaches are over-

simplistic narratives that don’t take into account

the multiplicity of Africa’s languages, cultures,

tribes, ideologies and the diversity of its people,

whose stories are diverse and complex.

NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 2

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Today, Africans are constructing many new identities of their own.So let’s change the NARRATIVE ;)

Across the continent, Africans are renouncing the

age-old labels, clichés, and stereotypes placed

upon them. And they’re refusing to be defined by

the part of the pyramid they inhabit, their spending

ability, or economic stature.

Instead, Africans today are forming new identities

and tribes based on their own definitions, interests,

passions, aspirations and lifestyle choices.

NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 3

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Here are three NEW AFRICAN NARRATIVESEach one a newly-identified segment defined by the new aspirations, mindsets and lifestyles of a subset of African consumers.

Why Africans are opting to OVERCOME TRIALS &

TRIBULATIONS by redefining their identities, forming

positive aspirations, setting new benchmarks, and

rewriting the socio-economic textbook.

A new breed of no-nonsense citizens are chasing

positive change in their communities.

A change of heart within the luxury class.

1. OTT AFRICANS

2. zERO wAhALA COMMUNITIES

3. hOITY-TOITY hEROES

NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 4

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The challenge for brands? Discard outdated, economic-driven consumer classifications, and explore these, and

other, NEW AFRICAN NARRATIVES.

NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 5

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1. OTT AFRICANSwhy Africans are opting to OVERCOME TRIALS &

TRIBULATIONS by redefining their identities, forming positive aspirations, setting new benchmarks, and

rewriting the socio-economic textbook.

NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 6

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The ability to OVERCOME TRIALS & TRIBULATIONS...Has long been a characteristic that demonstrates the unique resilience of the African spirit.

And in 2014, some consumers are making it their

personal mission to overcome their trials and

tribulations, by turning their reaction to difficult

circumstances into a self-constructed and (in some

cases) outsized identity of its own.

Now, these OTT AFRICANS are expecting brands to

champion, support and cater to the identities they

create for themselves. Want proof? Look at these

smart brands already doing it!

1. OTT AFRICANS

NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 7

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EXAMPLES: OTT AFRICANS

GuinnessVideo ad highlights La Sape movement of Congo

NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 8

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The Guinness ‘Sapeurs’ advert racked up almost 3 million views in its first

week on YouTube.(YOuTuBE, JANuARY 2014)

NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 9

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EXAMPLES: OTT AFRICANS

Bell’sVideo ad features illiterate South African father

NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 10

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EXAMPLES: OTT AFRICANS

Save & BuySaving platform helps Nigerians make major purchases

NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 11

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2. ZERO WAHALA COMMUNITIESA new breed of no-nonsense citizens are chasing

positive change in their communities.

NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 12

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Yes, ‘Wahala’ means ‘trouble’...And now ZERO WAHALA COMMuNITIES are embracing incentives or initiatives that help them address troubles in their local community – even if that means a little pain.

A new tribe of Africans today realizes that the

development of their localities will not come

overnight. Rather, that progress will require a

change in communal thinking, culture and ethos.

And these citizens know that for Africa to reach its

full potential, they, too, will need to play their part

as individuals.

ZERO WAHALA COMMuNITIES share the dream

of a more positive African narrative, yet they

are all too aware of the way their own lifestyles

and consumption habits can hinder this. In turn,

they are ever more ready to adhere to novel

solutions conceived by businesses, governments,

entrepreneurs and NGOs that lessen negative

environmental and social impacts, and crack

down on irresponsible or unsustainable behavior.

2. ZERO WAHALA COMMUNITIES

NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 13

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EXAMPLES: ZERO WAHALA COMMUNITIES

Commission Nationale de Prevention RoutiereRobot ‘traffic officers’ enforce road safety in Democratic Republic of Congo

NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 14

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EXAMPLES: ZERO WAHALA COMMUNITIES

WecyclersCommunities in Nigeria incentivized to recycle trash

NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 15

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EXAMPLES: ZERO WAHALA COMMUNITIES

#AnotherLightUpCape Town mural lights up to encourage donations to street lighting fund

NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 16

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EXAMPLES: ZERO WAHALA COMMUNITIES

AirwareDrone tracks and monitors poachers in Kenya conservation park

NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 17

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3. HOITY-TOITY HEROESA change of heart within the luxury class.

NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 19

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From the Wabenzi to the Owambe...Many financially able Africans have long been labeled as lavish (and in some cases, wasteful) consumers lacking a conscience.

It goes without saying that in the West, GUILT-

FREE CONSUMPTION has become all but

mainstream. But Africa has it’s luxury-loving-yet-

ethical consumers, too.

In 2014, a wave of privileged Africans are opting

out of excessive extravagance and opting into

more ethical consumption. Just a few of their

motivations? A desire to go back to their roots

and do things the natural way; a cultural pride in

luxuries that are produced locally and sustainably;

or simply an awareness of the need to consume

responsibly.

Exemplified by the continent’s evolving role

models – as Dencia’s demise becomes Lupita’s

rise – Africa proudly presents: HOITY-TOITY

HEROES!

3. HOITY-TOITY HEROES

NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 20

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EXAMPLES: HOITY-TOITY HEROES

Piratas do PauMozambican premium furniture is made from scrap wood

NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 21

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EXAMPLES: HOITY-TOITY HEROES

Zashadu BagsLagos-based manufacturer makes luxury bags from locally-sourced materials

NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 22

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EXAMPLES: HOITY-TOITY HEROES

Accra Green MarketGhana’s first premium, organic farmers’ market

NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 23

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EXAMPLES: HOITY-TOITY HEROES

Styled By AfricaPlatform for sustainable African high fashion

NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 24

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SO WHAT DO THESE NEW AFRICAN NARRATIVES MEAN

FOR YOU?

NEXT

Go ahead and serve these NANs. But don’t stop there – identify and serve your own NANs, too. Want to get started:

read on!

NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 25

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hunt for new groups, tribes and communities that are emerging in your fields of interest. Be curious about their fundamentals, as you never know how sticky their cause will eventually be.

1. Discover. Ask. Research.

NEXT

NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 26

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Once you’ve found your new niche, tailor your products to them respectfully. If you would like to represent them in a campaign, seek their creative input to ensure validity and credibility, not rehashed representations.

2. Avoid gimmicks

NEXT

NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 27

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Collaborate with these new tribes in the creation of your products or services. Like the #AnotherLightUp Project, communities always appreciate getting involved in solving their own problems too.

3. Get together

NEXT

NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 28

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One common theme in previous African narratives is negativity. Don’t patronize your consumers but do focus on how everyone collectively can move forward.

4. Stay Positive

NEXT

NEW AFRICAN NARRATIVESwww.trendwatching.com/trends/new-african-narratives 29

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As a brand, it is imperative that you are observant and agile to the changing nature of whichever NEw AFRICAN NARRATIVE you discover. In order to stay relevant, as they evolve, so too must you.

5. Evolve and keep evolving

NEXT

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