Brand disloyalty is becoming the norm across consumer segments, product categories and geographies within Africa. In Nigeria alone, 7 in every 10 consumers switched brands in 2024 owing to price increases. Yet, brands continue to have high growth aspirations for the new year without a clear blueprint to tackle the ever-increasing disloyalty rocking the continent. […]
Uchenna Uzo, Emmanuel Adediran, Richardo Lopez and Ephraim Nwokporo
