There is no single ‘African consumer’, and treating more than a billion people as one market is one of the fastest ways for a brand to get Africa wrong.  The African Consumer Decoded uses compelling data, surprising marketing facts and real brand examples to unpack the cultural, economic, digital and generational forces shaping consumer behaviour across the continent. From mobile-first commerce and informal retail to language, identity and community influence, the session reveals why consumers may use the same products very differently across markets. Entertaining, practical and evidence-based, the talk will examine campaigns that connected, campaigns that missed the mark and the lessons marketers can use to build more relevant, credible and effective African marketing strategies.