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 RapsonChapters00:00 - 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 this06:13 - How culture drives and influences entrepreneurship in Nigeria09:18 - Optimism in South Africa vs Senegal and Côte d’Ivoire10:52 - How Kenyans are making their household financial situations work for them12:59 - Why gambling and online betting is so prevalent in South Africa14:54 - Online betting in Nigeria16:53 - What African consumers are doing to cope with the rising cost of living18:45 - The difference between locally produced products in South Africa and the other markets21:10 - How to make sure rewards programmes are actually driving loyalty from consumers24:45 - Online shopping in Nigeria - how it differs to other markets and what’s driving its popularity27:33 - Why online grocery shopping is more popular in South Africa than the other markets29:48 - Is cash still king in Africa?33:15 - How brands can use digital channels effectively36:12 - What Nigerian brands are doing to prompt a high click through rate from influencers and other online media37:53 - The most exciting things happening in the brand and marketing space in Nigeria right now Hosted on Acast. See acast.com/privacy for more information.

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