As the world grapples with economic uncertainty, inflation and the cost of living, African consumers are charting their own course, maintaining a sense of optimism and demonstrating unique perspectives on brand loyalty, environmental consciousness, and digital engagement. These insights come from the latest Ipsos Global Trends study, which surveyed consumers across 50 countries, including several African nations.
Advertising strategies that challenge category norms are impactful & drive results. A meaningful combination of creativity and empathy has a 20% lift on average effectiveness. Ipsos and Effie webinar will unpack how empathy and creativity drive advertising effectiveness
Have you ever wondered about the role of creativity in advertising? If the answer is yes, you're not alone in your curiosity. Creativity is the elusive yet indispensable fuel that powers effective advertising.
As a brand trying to grow in South Africa's tough economic climate, it's easy to feel trapped in a cycle of stagnation. But brand poverty isn't inevitable - with strategic adjustments, you can tap into your brand's full potential. By leaning on hyper-local insights, accounting for context, prioritising key markets, and minding strategic gaps, brands can connect with South African consumers in more meaningful ways to drive growth.
In a world where consumer attitudes are always changing, truly understanding how people think is crucial for brands wanting to grow. Asking three basic questions can help organisations stay on track, connect with customers, and achieve lasting results.
Brands are no longer in control. In a dynamic world, people are. Brands can make powerful connections and bring more to their lives by actively shaping their expectations.
How can an advert perform well in one country, but prove significantly ineffective in another? Why would a global campaign from a US brand resonate in France, but miss the mark in the UK and Brazil? And what do brands need to understand for their marketing efforts to successfully traverse international borders?
