Consumer focus: Identifying and attracting Africa’s ‘floating middle class’

Plenary

Consumer focus: Identifying and attracting Africa’s ‘floating middle class’

09:05 - 09:30 | Wednesday 4 November
| Plenary

Sub-Saharan Africa’s burgeoning middle class is without doubt one of the key drivers behind the global retail world’s interest in this continent. Yet engaging with this ‘floating middle class’ isn’t an easy feat given the disparate nature and uneven growth of this new consumer group. How can retailers appropriately target messages and new retail experiences across the spectrum?

World Retail Congress Global Series

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