Better marketing for a better Africa: a sustainable marketing framework for Sub-Saharan markets

Abstract

Purpose This paper introduces the Better Marketing for a Better Africa (BMBA) model, a contextually adaptive framework that addresses the unique sustainability challenges in Sub-Saharan African markets while aligning marketing strategies with the Sustainable Development Goals. Design/methodology/approach Qualitative research using semi-structured interviews with 21 experts across Sub-Saharan Africa, including marketing professionals, sustainability experts, business strategists, and policymakers. Thematic analysis identified key themes that inform the development of the BMBA model. Findings Four critical pillars emerged in this study: Cultural-Market Analysis, Community-Driven Value Creation, Operational Excellence and Sustainable Supply, and Agile Collaboration. These address regional challenges while fostering sustainable business practices through cultural intelligence, community engagement, supply chain sustainability, and adaptable strategies. Originality/value This empirically grounded framework, specifically designed for African contexts, bridges global sustainability principles with local market realities, making a significant contribution to sustainability marketing literature in emerging economies.