One Minute With … Mphothe Elizabeth Mokoena: People want to feel human connection

One Minute With … Mphothe Elizabeth Mokoena: People want to feel human connection

Guest
Mphothe Elizabeth Mokoena, Director HomeCare Africa
Brand
Unilever
Published
March 2021

Marketers 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.

00:00

My worth is not my work

00:02

I am valuable beyond my job description

00:09

My name is Mphothe Elizabeth Mokoena and I am the Africa HomeCare director for Unilever

00:15

My first job was actually selling dandruff shampoo for a competitor that we will no longer mention

00:24

The industry topic that I think we should stop talking about is the business case for diversity and inclusivity

00:31

The best professional wisdom that somebody has given me was to lead with the heart first

00:36

We are intrisicly human and want and seek out connections

00:41

So if I empathise and try and understand what my consumers are really dealing with

00:47

Then I am able to position my brands to be helpful

00:51

What excites me about South Africa's creative industry is how we've been able to authentically and proudly export

00:57

The best of our creativity to the world, mentioning the Maxhosas of the world, um, the Trevor Noahs of the world

01:05

We have taken a firm seat at the creative table globally

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