Brands across the African continent for the most part are failing to connect with women, and their agencies often "bemoan the female marketing challenge". But, says Rebone Masemola, brand project manager at Kantar Added Value SA, with more than 600m females on the continent — and a projection that 75% of household spending power will be controlled by women by 2028 — the opportunity for brands is enormous and they need to get their act together. Markets beyond Africa are doing a lot better. "Many global brands are creating layered narratives that resonate strongly and empower women to express themselves freely," says Masemola. "Procter & Gamble, for example, has secured its share of voice within the equal-pay movement that seeks to ensure women smash the glass ceiling to get paid the same salaries as their male counterparts."

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