A Call for Afrocentric Decolonial Endogenous Marketing and Public Policy Research and Practice: Toward Sustainable Peace and Well-Being in African Societies

Africa experiences one-third of all conflicts globally, resulting in the diminishment of human, social, and economic well-being; high levels of insecurity; poverty; and disrupted marketing systems. Drawing on the experiences of African countries, the article illuminates the ways in which the slave trade and, later, the colonization of the African continent fomented the social and economic convulsions that continue to erupt into continuing cycles of social conflict. Today these are manifested in the neocolonial influence of public policy on the continent by international organizations, funding bodies, and local and international institutions that control the public policy discourse and resources. The authors argue that if marketing systems are to enhance well-being and reduce social conflict, marketing policy makers need to contest failed “external to Africa” policy frameworks and look to endogenous policies better suited to contemporary African challenges. A case study of Rwanda illuminates how endogenous, “home-grown” decolonial and Afrocentric policy can create enduring peace and improve marketing systems and well-being. The authors call for research at the nexus of public policy and African marketing systems that adopts decolonized, endogenous, and Afrocentric perspectives to address this lacuna in marketing and public policy research and practice.