Alison Okatch
July 13, 2026
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Marketing has long operated on a simple assumption: if brands communicate clearly and consistently, consumers will trust them. But in today's information environment, that assumption is becoming increasingly fragile. Consumers are exposed to an endless stream of news, opinions, advertisements, influencer content and AI-generated information every day. In this …
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Why the next generation of consumer insight should focus on when, why and how Africans shop, not just which brands they prefer
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