Africa’s consumer power has grown exponentially over the past twenty years. Household spending has grown 150% faster than the population, primarily driven by a younger and more brand savvy cohort. The Brookings Institution forecasts that household consumption in Africa will reach $2.1 trillion by 2025.  In spite of these impressive statistics foreign brands dominate the preference of African households. Brand Africa founder and Chairman Thebe Ikalafeng joins us to unpack drivers of these preferences.