The business world continues to expand and develop in various magnificent ways across the globe. However, there are still many myths about the African market and its consumers. In this video at Ted, Nomava Zanazo debunks these myths and invites international businesses to invest in Africa. One of the common misconceptions of Africa includes the idea that everyone lives in poverty. Zanazo points out that organizations tend to push the cheapest product lines. Another myth about African consumers is that they do not value brands. ”African consumers are highly brand conscious and are loyal to brands that have been around the longest because those brands are associated with quality,” says Zanazo. Watch this video to learn more about the myths related to African consumers and the market.