By now, most investors and businesses know about the tremendous potential of Africa – the world’s second-fastest-growing region, topped only by emerging Asia. But it may come as a surprise that Africa’s growth is fueled not only by resources but rather by a rising consumer market. Africa’s middle class is a key source of private [...]
Unilever VP: African Consumers ‘Underestimated, Underserved and Underserviced’ – Video
July 8, 2012 | Posted by
Western companies operating in Africa have long underestimated the continent’s consumers, according to a top executive in one of the world’s biggest consumer goods groups. Frank Braeken, executive vice president of Unilever in Africa, said that for a long time multinationals have thought of the vast continent as a “monolithic” market, failing to address its [...]
