Sustainable marketing for Africa agenda 2063: Aligning business strategies with inclusive growth and development

Abstract

The goals outlined in the Africa Agenda 2063 seek to promote sustainable development, inclusive economic growth, and improved standards of living across the continent; however, many African businesses struggle to align their marketing strategies with these objectives. Therefore, this study aimed to explore how businesses in Africa can effectively align their marketing strategies with the goals of the Africa Agenda 2063 by adopting sustainable practices, overcoming infrastructural and regulatory challenges, leveraging digital technologies, and adapting to diverse cultural and consumer behaviours. This was achieved using a desktop research method to collect secondary data using relevant keywords for this study. The secondary data were then analysed using qualitative content analysis techniques. This study found different marketing strategies that could align with the specific objectives of the Africa Agenda 2063. The strategies were sustainable product development, which directly improves environmental sustainability; public engagement efforts, which promote social inclusion and solidarity; and digital marketing initiatives, which increase information and access to services. It was recommended that companies conduct extensive market research, prioritise sustainable product development, participate in social programs, and use digital marketing strategies.