We are an Africa-specific research centre based at Henley Business School Africa and our focus is on understanding African consumers. With an improving business environment and fast-growing population, Africa presents exciting opportunities for businesses – both local and global – especially in retail and distribution.
But the African consumer is little understood, especially given the significant divergence in cultural and business norms across the continent’s 52 countries. Our work aims to delve beneath the surface to create a clearer picture of the trends and forces driving consumers in different African contexts and to support the development of businesses, especially SMEs.
We work in collaboration with researchers from around the globe to advance African knowledge on consumers and consumer trends. The following research projects are currently active: