South Africa, Oct. 3 -- Walk into a cafe in Abidjan or Douala and you'll see it instantly: young people with their smartphones, scrolling TikTok, paying via mobile money, switching between French, English and local slang in a single breath.

This always-on, mobile-money lifestyle makes switching brands effortless, so loyalty hinges on convenience and cultural relevance rather than long histories.

Their discovery happens through viral trends and peer validation more than traditional advertising, forcing brands to win trust in real time.

Distinct markets, distinct rules

This is the face of today's Francophone African consumer: young, connected, and radically reshaping how brand loyalty is built and sustained.

Too often, Francophone Afri...