Bridging Africa's Communication Divide
Business Live, July 17, 2025
With 84% of Africans turning to social media for news, mobile phones have become the continent's newsroom. But with this digital shift come complexity and a growing gap between how well brands think they're communicating and how well audiences actually receive those messages.
We. Communications' latest Brands in Motion: The World Got More Complex. Communications Got More Critical study shows 61% of communicators feel confident, but only 39% of audiences agree. So, how can brands bridge this divide?
The answer lies in clarity, empathy, and authenticity. Audiences aren’t looking for perfection – they’re looking for real, human stories with local relevance.
Read more in Sarah Gooding's latest piece for Business Live's Financial Mail and download the Brands in Motion report.
