by Thabang Leshilo (@Thabang_Leshilo) Those wise words spoken by Steve Biko — “Black is beautiful” — have finally begun to ring true among people of colour around the world. Importantly, coming into their own, they are sharing the experience of self-acceptance and love for one’s ethnicity with others. This mindset shift is exceptionally powerful and emotional, and will affect consumers and their behaviours on a far deeper level than ever before.
Appreciating what it is to be ‘black, bold, beautiful’ will be key for marketers seeing authentic connections with a younger generation of African consumers across the globe.
Bold, expressive and fearless
In a world where the media is still dominated by the west, we are seeing the bold, black and beautiful shake traditionally western ideals and become known as forces to be reckoned with on the international stage. World tennis champion, Serena Williams; the first black principal dancer at the prestigious American Ballet Theatre, Misty Copland; Oscar-winner Lupita Nyongo; and even the ‘controversial’ hip hop pioneer, Kanye West: they all embody an admirable characteristic — an attitude which is bold, expressive and fearless.
This celebration of black excellence is not racially motivated; it is about a sense of self-worth which sees ordinary people of colour embracing their identity and viewing themselves in a glorious light. While the struggle for black people has always been about political, social and economic freedom, we are now aspiring to an internal freedom where black creates and achieves greatness through a journey that starts with self-pride.
Black creates
In post-apartheid South Africa, it started with the likes of MetroFM and its provocative “What makes you black?” campaign, created by Net#work BBDO in the late 1990s. This became a catalyst for change and struck a chord with the cravings of young black progressive urbanites. Today, it is publications such Destiny, Destiny Man and Blaque that also play a significant role in raising this level of awareness and speaking to the aspirations of black South Africans.
More recently, this widespread awakening is led by a younger generation of artists and musicians such as the Boys n Bucks crew, who are expressing themselves in both their mother tongue and a curated image that remains grounded and rooted in black identity and culture. Their aim, as they say, is to export SA culture abroad and inspire a younger generation back home, with music as a start.
Not all black people are the same
As African identity becomes a force on the world stage, SA marketers in particular need to think very carefully about how they communicate to this market going forward. First and foremost, it means that you cannot paint the black market with one brush or try to reach them by simply using vernacular, or by adding a black face to the same old context.
And stereotypes such as dancing domestics or obscenely loud and animated characters will certainly not do. There is something greater happening here which may not be ignored, and it’s going to take bold action — and perhaps even make some people nervous — to truly resonate emotionally with this market today. It means truly identifying and being brave enough to express your brand’s values in a new and different way to be culturally relevant.
Brands tapping into black consciousness
Interestingly, there are two big global brands that appear to understand the essence of this shift towards black consciousness, and they are engaging directly with young African consumers across the continent.
Guinness, a traditionally Irish beer, has boldly stepped forward with its #MadeofBlack campaign that links the colour of its liquid to the spirit of young Africans. According to global brand director, Mark Sandys, the campaign has been aimed at providing a stage for those who are an inspiration to others, as they carve their own path with confidence, flair and boldness.
The other brand which I believe has been successful in authentically resonating with young African consumers is Absolut’s Africa is Absolut — #BeAbsolut campaign. Designed by NATIVE VML, the campaign is a celebration of Africa and Africans transforming the world. It encourages people to be bold, ambitious, authentic and proudly African while hoping to inspire them to continue on their paths of greatness.
Both of these brands have created integrated campaigns that allows consumers to engage with these stories through a series of videos and other digital platforms.
Things to consider
For now, this provocative expression exists in the ever more emotive realm of alcohol but I believe it’s time for other brands and categories to get on board. Here are three things to consider:
- Do away with any preconceived notions that you may have about black people and culture.
- Immerse yourself fully with a genuine curiosity to understanding how the black society has evolved over the last 10 years, and how black identity today affects consumer behaviour.
- Be bold and fearless, and adapt your market strategy in order to deliver stronger emotional connections with your brand that are authentic and inspiring in the eyes of young African consumers.
Thabang Leshilo (@Thabang_Leshilo) is a project manager at strategic marketing consultancy Added Value. As a ‘next-generation’ marketer with fresh and curious eyes looking into the industry, she has a keen interest for brands that are culturally in tune with and able to integrate and immerse themselves into the everyday realities of the consumer. She contributes the monthly “Tuned” column, sharing marketing insight and analysis, to MarkLives.
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