I recently met a senior executive of a UK-headquartered, global fast moving consumer good (FMCG) company whose experience reminded me why such companies will always lead in driving the emotive part of consumerism.
The executive [let’s call him Joe for now] earned his career stripes as a young marketer in South Africa working for another global FMCG company. His most memorable initiative was going into the townships in Johannesburg to observe how consumers used products.
