In the age of the internet and everything social, attention spans are decreasing. Eyes and ears are constantly on the look out for unique, strong and authentic brands and messages. I’d go as far as saying that authenticity is a new language, spoken and understood, by an ever-growing tranche of the African society.
A quick review of the most popular influencers in Nairobi, Lagos, Lilongwe or Lusaka reveals that they preach freedom to “be, choose and move”. Not long ago, the biggest measure of success was how comparable one’s material possessions were in comparison to “western” standards. We, however, have observed two strong currents which we are referring to the “localizing the global” and “globalizing the local”. “Globalizing the local” manifests in the growing desire by a large segment of millennials, particularly in African urban centers, to be more integrated in global processes and trends.
This is permeating not only the world-views and socialization trends, but also in parenting and education approaches adopted by millennials and the X generation. “Localizing the global” is illustrated by the expectations that an influential segment of consumers in African countries have vis-à-vis how “local” brands should approach countries individually. It is in line with this that at Newmark, we have developed the expertise needed to help global brands localize successfully.