Beyond Transactions: Why Self-Determination Theory Matters for Brands
Featured In: Marketing Africa Magazine, Date: September 2025 edition In boardrooms around the world, we endlessly discuss customer experience, digital transformation, and loyalty. But there’s one truth that’s harder to measure on a balance sheet: customers stay loyal not because of what we sell to them, but because of how we make them feel. Consumers […]
Affordable vs Sustainable: 3 Pocket-Friendly Sustainability Actions
Featured In: Words That Matter, Date: August 26, 2025 “Going green” often feels like it comes with a hefty price tag. Organic produce, eco-friendly gadgets, sustainable fashion—it all seems so exclusive. It’s like caring for the planet is a luxury only some can afford. And honestly, when you’re barely making ends meet, worrying about the […]
Where Marketing Meets Sustainability: Redefining Growth in a Purpose-Driven Era
Featured In: Words That Matter, Date: August 22, 2025 Also published as a LinkedIn article via The Green Pulse network — see Section D. For the longest time, marketing was seen as the engine of growth—driving sales, brand awareness, and market share. We built campaigns that captured attention, sparked emotion, and pushed products off shelves. […]
The Power of Choice: Why Giving Customers Control Builds Better Brands
Featured In: LinkedIn, Date: August 2025 Movie night at our house is always the same: excitement, snacks, and then… scrolling. My kids and I sit down, launch Netflix, and get trapped in what I call the choice spiral. Half an hour later, we’ve watched more trailers than I could count, debated several genres, and still […]
Bold Brands, Bold Moves: What It Takes to Dare and Win
Featured In: Capital Business (Capital FM), Date: August 8, 2025 In the business of branding, fortune often favors the bold. A recent viral incident underscored this: when a tech CEO’s indiscretion was exposed on a Coldplay concert “kiss cam,” most companies cringed, but one brand saw an opening. Tampa International Airport’s social media team cheekily […]
Changing the Sustainability Mindset in Africa: Affordable Solutions for a Greener Future
Featured In: The Star, Date: August 7, 2025 When most Africans hear the word sustainability, they imagine expensive solar panels, imported electric vehicles, or luxury eco-products, solutions far removed from their daily lives. It’s no wonder that for many, sustainability feels like a foreign concept reserved for the wealthy. But this perception is not only […]
Marketing Blind Spots: The Hidden Dangers Of Conditioned Practices
linkedin.com/alicengatia , Date: June, 2025 As marketing professionals, we sometimes move through our strategies on autopilot, guided by industry norms and ingrained habits. These practices feel natural like looking to the right before crossing a street. Picture this: I grew up in a country where we drive on the right side of the road. Over […]
The 1+1 of Marketing: Building Resilience Through Everyday Actions
Featured In: LinkedIn, Date: July 2025 My daughter recently shared a brilliant analogy that stopped me in my tracks. She said, “Teachers teach us ‘1+1’ in class, give us ‘5×5’ for homework, and then test us on ‘1,000×1,000’ in exams.” Her frustration was clear: why doesn’t what’s taught align with what’s tested? This struck a […]
Walking the Talk: How Brands Build Credibility Through Authentic Sustainability
Featured In: LinkedIn, Date: July 2025 Did you know 88% of consumers prefer brands with authentic sustainability practices, yet only 23% trust corporate green claims? In a world sceptical of greenwashing, credibility is a brand’s greatest asset. True sustainability starts within, by fostering a workforce wired to do good and translating that commitment into actions […]
System Thinking in Marketing: How to Build a Balanced Ecosystem for Sustainable Growth
Featured In: Renewable Energy News, Date: July 2025 Originally written for Marketing Africa’s March 2025 print/digital edition, then adapted for Renewable Energy News in July 2025. Imagine a world where every marketing decision you make ripples across your business, your industry, and even society at large. A world where overconsumption leads to waste, waste leads […]