AM I SOUTH / AFRICAN?


Typically as marketers we tend to think of consumers as falling within segments specific to certain brands and categories.
The point of this latest series is to remind of us of the intricate, interesting complexities that make us human, not just consumers. Through an exploration of culture and identity, we will look at how people both fit within and burst out of the boxes that marketing puts us in.

In this video, we asked people one simple question - "Are you South African or are you African?" - and uncovered some enormous topics. What we explore in this short clip are widely varying understandings of who we are, what we associate with, and where the future of our continent is going.

As seen on MarkLives website

Author Kate Snyder, Head of Anthropology at IGI. Follow Kate on Medium




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