African man is changing. Traditionally ‘big’, but often disappointingly small in so many ways. He is now looking forwards, and sideways, as well as backwards. His reference points are now not simply mother culture, or authority figures from early life.

African man is changing. Traditionally ‘big’, but often disappointingly small in so many ways. He is now looking forwards, and sideways, as well as backwards. His reference points are now not simply mother culture, or authority figures from early life.

These changes are beginning with younger people, and they are not limited to urban populations. Our social researchers have been telling us for at least a decade that there is little difference between the aspirations of town or countryside. But for some reason, urban-based marketers can’t help looking down on out-of-towners. And all too often that manifests in strategies that dumb down brand offerings.

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