Blogs

BORN AHEAD 2027

What stories are we looking for?

Seven themes. One ambition: to showcase the ideas, research and innovation coming out of Africa that the rest of the world should be paying attention to.

THEME 01 / TECHNOLOGY

Technology on African Terms

Technology is never neutral to the market in which it operates. Language, connectivity, access, cost, infrastructure and culture all influence how technology is adopted and what it needs to do.

We want to hear about technologies and applications being shaped by African realities.

Explore topics such as:

AI in research and insights Automation and research tech AI across African languages Synthetic data Mobile-first technology Human and machine collaboration Responsible and inclusive AI Locally developed platforms

What we want to understand: How did the context change the technology, rather than simply how technology was introduced into the market?

THEME 02 / METHODOLOGY

Research That Had to Work Differently

Some of the most useful innovation happens because the usual method is not enough.

How do you research a market where formal data is limited? How do you understand consumers across languages, communities or informal economies? How do you reach people poorly represented in conventional panels?

We want approaches created to solve those problems.

Explore topics such as:

Mobile-based research WhatsApp and conversational research Underrepresented audiences New fieldwork models Low-connectivity environments Informal markets Multilingual research Hybrid methodologies New qualitative and quantitative methods

What we want to understand: What did you change, why did you change it and what did you learn?

THEME 03 / CULTURE

Culture Changes the Answer

A market cannot be understood properly without understanding its context. Language, identity, community, family, history, belief, generation and place all shape behaviour.

We want research that shows what becomes visible when culture is treated as part of the evidence rather than background information.

Explore topics such as:

Cultural intelligence Local languages Identity and belonging Generational change Community behaviour Urban and rural differences Cross-market differences Beyond demographics Challenging international frameworks

What we want to understand: When did understanding the cultural context change your conclusion?

THEME 04 / CONSUMERS

Consumers in Motion

Across African markets, consumers are changing quickly, but not always in the ways international models predict. New audiences are emerging. Digital behaviour is shifting. Expectations of brands are changing. Formal and informal economies continue to overlap.

We want evidence of those changes and what they mean for businesses.

Explore topics such as:

Emerging consumer groups Youth and generational shifts Mobile and digital behaviour Social commerce Financial inclusion Spending patterns Brand relationships Formal and informal economies New routes to market

What we want to understand: Which changes should businesses recognise before they become obvious?

THEME 05 / BUSINESS IMPACT

Insight That Changed the Business

Great research should not end with the presentation.

We want to hear about work that changed a decision. What did the organisation do differently because of the insight? What was launched, stopped, redesigned, expanded or reconsidered?

Explore topics such as:

Business strategy Client and agency collaboration Market expansion Brand repositioning Product innovation New audiences and categories Global strategy Commercial and societal impact

What we want to understand: What happened next because of the insight?

THEME 06 / GLOBAL RELEVANCE

Made Here. Useful Elsewhere.

Some ideas deserve a wider audience precisely because they were created for a very specific problem.

We want to find the methods, technologies, business models and approaches developed across Africa that could influence how others work.

Explore topics such as:

Locally developed methodologies Technology for limited infrastructure New ways to serve consumers Local business models Multilingual solutions Informal market innovation Challenging global assumptions Innovation crossing borders

The question we want your work to answer: Why aren't we doing that too?

THEME 07 / BRANDS & MARKETING

Brands Born Ahead: Marketing That Moves Markets

Africa is home to brands that are not simply responding to market trends but creating them. From bold creative campaigns and culturally relevant storytelling to innovative brand strategies and new approaches to consumer engagement, African marketers are redefining what successful marketing looks like.

We want to hear from the marketers, brand leaders and creative thinkers behind that work. What does it take to build a brand that stands out in Africa today? How are African brands challenging traditional marketing models, creating cultural movements and developing strategies that others around the world could learn from?

Explore topics such as:

Brands shaping culture African creativity on the global stage Consumer and cultural insights Building brands across diverse markets Digital innovation and engagement Creators and social commerce Purpose, trust and brand relevance Marketing with measurable impact

What we want to understand: What made your marketing approach work, what changed in the market and what can other brands learn from it?

We particularly welcome submissions from CMOs, client-side marketers, brand directors, creative leaders and their agency partners.

Have a story worth sharing?

Bring your ideas to BORN AHEAD, Casablanca, 18–20 April 2027.

APPLY TO SPEAK ?