By Feyi Olubodun
Understand the African Consumer—Beyond the Surface
The Villager is a powerful exploration of how culture, identity, and context shape consumer behavior across African markets.
Drawing on decades of experience, Feyi Olubodun unpacks why traditional global marketing approaches often fall flat in Africa—and what brands must do differently to truly connect.
This book has become essential reading for marketers, business leaders, and anyone seeking to build meaningful, successful brands on the continent.
About the Author
Feyi Olubodun
Feyi Olubodun is the founder of Open Squares Africa and a former CEO of Insight Publicis, one of Nigeria’s leading marketing communications firms. His work sits at the intersection of cultural insight and brand strategy—helping businesses succeed by deeply understanding the people they serve.