One Minute With … Mphothe Elizabeth Mokoena: People want to feel human connection
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One Minute With … Mphothe Elizabeth Mokoena: People want to feel human connection
March 2021Marketers are better able to connect with their consumers by “leading with the heart first”, says Mphothe Elizabeth Mokoena, Unilever’s director of HomeCare in Africa... If they can do this, she says, they will be able to position their brands as being helpful. Mokoena is on the judging panel of the annual Marketing Achievement Awards. In one minute, she discusses why empathy matters and why we really need to stop talking about the business case for diversity.
My worth is not my work
I am valuable beyond my job description
My name is Mphothe Elizabeth Mokoena and I am the Africa HomeCare director for Unilever
My first job was actually selling dandruff shampoo for a competitor that we will no longer mention
The industry topic that I think we should stop talking about is the business case for diversity and inclusivity
The best professional wisdom that somebody has given me was to lead with the heart first
We are intrisicly human and want and seek out connections
So if I empathise and try and understand what my consumers are really dealing with
Then I am able to position my brands to be helpful
What excites me about South Africa's creative industry is how we've been able to authentically and proudly export
The best of our creativity to the world, mentioning the Maxhosas of the world, um, the Trevor Noahs of the world
We have taken a firm seat at the creative table globally
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