Presidential Advisor on Media, Florence Oboshie Sai Coffie has called on business brands in Africa to leverage the potential of the vast youth population on the continent.
Speaking at the 5th International Advertising Association (IAA) Africa Rising Conference, she noted that harnessing the power of the youth in Africa “will help to consolidate the present gains and allow the youth to carry on the mantra ‘Africa Rising’ appropriately.”
She noted that “our young population is huge, dynamic, diverse and growing so fast by day. As experts, we need to be able to harness the power of the youth and make sure that we target them effectively in all our projects,” she stressed.
Youth empowerment is a key driver of economic growth and national development. Empowered youth have transformed economies in various parts of the world by contributing to national income, the expansion of other industries, etc.
However, in Africa, much is yet to be seen in this regard as the youth continue to battle with a myriad of issues including unemployment. Oboshie Sai Coffie, therefore, called on brands to engage the youth and help them unleash their potential.
IAA Africa Rising 5
Held on the theme: “Brands for purpose; brands for people,” the 5th Africa Rising Leadership conference brought the African continent together on a stage that highlighted brands which have not only chalked success in the areas of growth but in their ability to make a difference in their communities.
The conference was held on October 4 and 5 at the Labadi Beach hotel in Accra.
Prominent personalities that graced the occasion included Chief Brand Officer for Moderna, Kate Cronin, Global Creative Strategy Director, Islam Eldessoukay, the CEO of African Brand Warrior, Fatima Alimohamed, CEO of the Chartered Institute of Marketing – Ghana (CIMG), Kwabena Akuamoah Agyekum, CEO of Mobile Money Limited, Eli Hini, CEO of MullenLowe, Mrs Norkor Duah, World President of the IAA, Joel Nettey, and a host of other great personalities.
In line with the theme for the event, World President of the International Advertising Association (IAA), Joel Nettey, advised brands to maintain a relatively significant presence, even in tough times. He noted that this was the only way to keep them in the minds of consumers at all times.
“Traditionally, it’s been said that brands that are consistent in the market space even through the hard times are the brands that consumers remember when they come out of the hard times.
“It’s human nature- if you need something you go to the brands that you hear – so today you may not be able to afford but whenever your income allows you to afford, you are going to go to the brands that you remember so the advice to brands is that even though times are hard, maintain a reasonable presence because ultimately things are going to change. The hard times are not going to last forever and the consumer will always remember the brands that were present in their lives at the difficult times,” he maintained.
Also, CEO of the McDan Group of companies charged brands to leverage the opportunities that come with the African Free Continental Trade Agreement (AfCFTA).
Source: The Independent Ghana| Jessie Ola-Morris