Black MoneyInsights from Soweto

What is black money?Similar to “Pink Profits”

Pink Profits

[SOURCE: TRENDWATCHING.COM]

& advertising

Creating an option…

that appeals to their lifestyle

Black money creates…

a sense of belonging

reliable, honest & trustworthy relationships

an investment in our future

a home away from home

Key Questions to uncovering black money opportunities…

Soweto Taxi Rank – right

space?

Who’s playing in this space?

Is this a relevant insight?

My style?

Jabulani Mall

My hangout?

Is this a Black Money Bank?

What inspires me?

I am the nouveau niche!

NOUVEAU NICHE?

[SOURCE: TRENDWATCHING.COM]

Nouveau niche is about…

individualisation

transparency

new production, communication & technology

sharing

Where can I spend it?& how?

Spending…

black ownership

meeting my needs

supporting the community

making a statement

It’s already started…Hola 7 & 100% Phola

Hola 7 from Cell C

celebrity status - Zola

he knows his roots and supports them _ Soweto

special starter pack

1% of all revenue generated will go into CSI initiatives

100% Phola

100% Phola

Phola with Redd’s = chilling out with Redd’s

women* in the lower income bracket

lifestyles of the ordinary

advertisers previously talked down to this demographic

http://www.youtube.com/watch?v=2U77UzRXlw4

OpportunitiesInto the future

Opportunities

to become South Africa’s Black Bank

building the community & positioning

increase in awareness & specific positioning

new product and service offerings

Opportunities cont.

not always about spending power

lifestyle impact, may not be highly visible

opportunity to become first in market

start a revolution

Thanks!