South Africa, Nov. 3 -- Across Africa, people are placing greater value on relevance, trust and experience. They are questioning purchases more carefully, expecting more from brands, and rewarding businesses that understand their needs rather than simply chase their attention.

The latest edition of dentsu Africa Digital Digest is built around a reality many brands are still struggling to accept consumer behaviour has changed, but much of marketing has not. Through market trends, platform developments and proven case studies, the Digest explores where growth is coming from, where it is being lost, and what organisations need to understand to stay relevant.

Consumers are becoming more deliberate about where they spend, proving that the ch...