Discussion | Consumer Trends | African consumers optimistic about future

Conceptual illustration of droughts and desertification in Africa. 
 
JOHANNESBURG – African consumers are optimistic about their countries’ futures according to the latest  IPSOS’ Global Trend Study.
However, that optimism is tempered by financial prudence. 
Most Africans, including South Africans, stress the importance of saving for rainy days.
The survey says consumers choose brands that reflect their personal values.
eNCA unpacks this study with Busisiwe Mahlaba from IPSOS.