TEDxUFM: Magatte Wade – Disruptive Brands as Cultural Innovation



buenos dias thank you so very much all of you for being here I guess for me I'm just going to start by telling you I hope each one of you has a higher purpose but my all reason of being in this world having a higher purpose that's beyond myself and what is that higher purpose of mine it is this vision that I have for Africa to do well and be well because I'm from Senegal west coast of Africa what does it mean for me that Africa be well and as well well do well by being becoming an economic power in the world and be well by being a cultural power in the world that's my vision and that's my goal for my continent now how do we do that some people think you know government a you know government to government aid is the solution I'm like get back to me when you're done smoking whatever it is that you're smoking others think oh well you know let's go for wild savage unconscious type of capitalism meaning let's go extract everything we can from anyone we can we don't care who gets to suffer in the process whether it's people human rights social rights or environment prides we don't care let me make a buck and that's all I care about well I have no patience for that either so in my quest of how can I help and be part of the coalition of people who will ensure that Africa becomes a kinetic power as well as a cultural power I started wondering and I started opening my eyes and looking around me as to what it is that the world was telling me you know anyway I go around around the world starting with my own country and by the way everything I say you can take it and apply it directly your country to Guatemala because all of us in the developing world we do share some of the same issues and hopefully we share some of the same dreams to see our countries really in rise to the top in a way that we can be proud of when it's all done inside so what I looked and see in my country in Senegal what do I see most people have one dream one goal is to make it to the Western world and when you ask any Senegalese young person and pay attention guys young person I say which passport would you rather have if I could put any European passport in your hands or be American passport any other passport without one single hesitation do you know which one they say I give it to you which one do you think they say they want I heard it American absolutely we go to Rhonda my husband died when Rhonda with August of last year and I said we know we were hugging we had this young driver and I told Michael I said just watch and I asked her young driver I said where do you want to go in this world he said America I said would you meup if I if you had the choice between going to France or America first which one would you go to first America okay that's true yesterday we're having dinner at friends homes and they the lady I was talking to turns out they have four children four grown children and I know that here when you turn 15 there's a special party that happens for you right to help you celebrate pattern and she said that her and her husband they decided that they don't do that party but instead her husband takes the kids anywhere in the world of your choice for one week and that is his way their way of celebrating the return for children Guatemala City she said child number one Chicago child number three New York child number three New York and child everfree New York right can we deny it guys quite frankly America must be doing something right if America is at the bottom of all of our dreams two people who have never even gotten a chance to get in a bus in the first place to even go the next city left alone traveling halfway across the world where do you want to go I want to go to America so what is telling me is that America has a beautiful brand people really really have a beautiful perception of America otherwise why would why would they want to go there when I started thinking and trying to find out why why do we want to go to America so badly what has America done so well that the perception of its country is so powerful to be shallow observer you're going to think that it all has to do with America being economically strong well I have a different opinion I think a reason why America is winning is because America has invited itself in each one of ours hearts America is in our lives day in and day out when I ask the same young people why do you want to go to America and then I asked them tell me about what are your favorite products your favorite brands I hear Levi's I hear Nike I hear Google I hear Facebook all types of brands and again I focus on the young people so in the youth if your youth wherever your youth is at where your country is going to go next so when I have them talking to me about all of these brands what did America do America has succeeded beautifully in exporting its culture culture that word is so powerful but young kid but I'm talking to and who's talking to me about the fact you want to go to America he wanted America to America because America is cool he's not thinking about the riches or anything like that he's thinking it's cool because thanks to Hollywood thanks to all of these different hands and some of them are as young as only some of them are less than 10 years old Google is a 10 year old brand but Facebook I'm not it's unbelievable so Wow so when I look around and because I always want to learn from the best what did I tell you that I wanted to do I wanted for my continent to be an economic power and I wanted it to be a cultural power who around the world has done that better than anyone else in the world them and we just found out but the way they did it was through building powerful consumer brands to invite themselves into your living rooms in on your roads through the cars you drive in your bellies through the drinks you drink coca-cola Pepsi all of that you go to Google every day you Facebook your friends every day you don't even think about it so I'm like wow there goes my answer right there right there what I'm going to do is I'm going to try and make sure but I work at building brands but doing it in a certain way in such a manner that we do contribute to what I call the global culture when I look at the top 100 brands in the world global retiro brands guess what there is no African brand whatsoever which are in consumer brands we're talking what people see day in and day out about the world and for me if you're not on that list technically you do not exist and that's very much what's happening to many countries in Africa – probably Guatemala and so on and so forth so we got to make sure that we get on that list that's my goal because once we start getting on that list that will be my proof but all of a sudden you know we are able to start we are we have succeeded at exporting our culture and I just believe it once you get to that level is getting into this virtuous circle of people having a different perception of you and then being able trusting you therefore and doing more trade with you and betrayed actually brings about more economic power you see how the virtuous circle works so that's where I want to get myself to and that's where I'm trying to get people to go to so when the idea becomes very simple like I said use the power of brands to change perceptions via joining the global culture making there is a global culture that's happening right now and I do not want to be left out I do not want to be left out so because I'm one of those people who I believe and I believe preaching is do it it's nice to come here and talk to you guys but I like to go back in the kitchen and do things because at the end of a day what you see is what you believe right so I took it upon myself to start what it is what I'm exactly talking about my first company Idina the way we decided to be part of the global discussion and also provide solutions has been on the obesity problem that a lot of Africa a lot of America is having a problem with right now and guess what whatever problem America has because America is so perceived was pervasive in our lives we will have all of us around the world because remember our youth is listening our youth wants to be just like America good and bad so I am completely selfish and motivated to make sure but by the time our young people are able to really behave on their desires that they also have good morals to to model the lies after so it is a goal of mine to make sure that we do that properly so if I didna like I said we joined the obesity discussion how can we help to make sure that peep start consuming better more nutritious and better good better for you type beverages and anytime I jump into verse type of problem discussions and trying to bring in solutions to them guess what I try to bring a part of my culture where I believe that my culture has a holds one of the answers to that problem in the case of Adina we found out that traditional cultural drinks from my country primarily we started with that was going to be a superb answer to bring these new beverages to the youth in America but make the brand build it in such a cool way that you would want to would want to join in and come in and embrace a brand and as they embrace it they consume these products we hopefully give them a turn ative option drinking soda pops that's how I did not decided to be part of that discussion my now second company called T Asano is a skincare company with that one we went ambitious I wanted more fights so what we did is on this one because this is the problem that's very dear to me and that has to do with this very problematic issue of what we call the culture in America if you guys don't know what the hook-up culture means it means that today a lot of young women in America in the name of gender equality decide to play the man's game of just going and sleeping with boys you know in hopes of having a relationship in the process which I'm like are you idiots or what so the hookup culture how is your sign or dressing the problem just on us saying we believe that the solution to the hook-up culture is this notion of the all women meaning women can can and should have it all brains Beauty huge soul Bart and be able to be with tremendous some of the most worthy best men that they are in this world or mate right that's what they have a right to and they should not have to sacrifice their dignity and their roles in the process just so that men can pay attention to them so of course most mainstream is out there dealing with the Kim Kardashian's of the world you know let's go and be crazy and you know all that stuff well what you get in exchange is the type of wackos with they're dealing with I do not want that for my stuff my parents did not bring me up to this point for me to for it all out in the name of I am going to go meet boys where they are it's always better when you drag boys to where you are because by that point you've got all the cards but flashing sex all over the place is not going to be the answer again me going around and preaching to people bad bad ladies don't do we don't do that guess what they're like lady go home buy sell what I want to hear where brands are super fancy and very powerful is again build a cool brand and build into that brand what it is that you want to address about your culture and so with to asano we turned it into something really cool where we're going for an ape of an ocean like I said of all women but also an ocean of hot monogamy so all of a sudden you know girls who think it's all about having sex all over the place they're like wait a second let's think this again over there it seems like these girls are having it all they have everything we want plus they have a dignity and respect and big they have better than we do see prison it that way you have been wagons of girls coming our way and that's how we intend to build on your tribe and you see how the brand then this Joe Sano brand is um being part of a solution and helping change change the DNA of the culture of the way it is right now and I'm being part of a conversation rather than all of a sudden Africans always being the subject of how we're going to fix things we become full participative actors of how are we going to fix problems for the Western world as well and like I said I'm very motivated because if I don't help fix what's going on in America it's going to come to my country do I want that heck no so that's kind of what we work on and guys I give you just first two examples but were so many many many many more so all I wanted to remember is that in your cultures in your way of behaving from centuries ago to a year ago you are sitting on ways of doing things you are sitting on on ways of thinking about stuff that are part of a solution of some of the cultural problems that we are having in the West join that and you will be part of it so if we succeed if I can convince enough people to join me on this journey what's going to start happening at least for Africa what's going to start happening is the perceptions that Africans and non Africans have of Africa will change Africans will like and value themselves more and better they will have self-confidence to allow them to go and do things in on Africans will not be thinking or forget anymore just in terms of disease poverty illnesses Wars and all that crap so perceptions are changing people are seeing a different aspect of each other positive aspect and respect and Trust is being built in the process and what does respect and Trust bring to the table it brings me wanting to do more things with you and me wanting to do more things with you means we can all rise together so imagine when this world where this virtuous circle has been created where more voices more diverse voices are part of a solution making it there for a richer solution imagine that world and if you can't imagine it I tell you welcome to the 21st century but going to be the century of meaning meaning and I believe that if we can reach that level a profound meaning where everything we do is infused with that then we finally stand a chance where many many many many more of us will be able to do well and be well I hope it resonated with you and if it did it doesn't matter it resonated with myself because I need to hear the message on a very regular basis because it's a tough one and but just have a you know sometimes I don't know how to end these things because I get very emotional so I will leave it to that thank you

43 Comments

  1. William Kiene said:

    Africa needs stability and the rule of law. It needs to stop letting other countries takes all it's natural resources.

    June 30, 2019
    Reply
  2. Malcolm Jules said:

    Naivete can be very, very dangerous, more so than ignorance.

    June 30, 2019
    Reply
  3. Sophia Ngolo said:

    I am impressed. Well done. And congratulations. African has a lot to offer.

    June 30, 2019
    Reply
  4. Mal COLY said:

    Youths are right to think about going America because we do not have nothing to offer, those would say that Africa is rich and they would be right but the way we lead ourselves is not at all appropriate for this modern life. If our government leaders give them what they are looking for they wouldn't have to go anywhere.

    June 30, 2019
    Reply
  5. fatou g said:

    wow if you ever see this i want you to know that it resonated with me on such a high level. I’m so grateful africa has people like you to work on its behalf and i hope to meet you one day

    June 30, 2019
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  6. chakira adam said:

    Amazing 😉

    June 30, 2019
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  7. El Chefe said:

    50 Hertz hurts.

    June 30, 2019
    Reply
  8. maguette gueye said:

    very true ,  I really like your accent

    June 30, 2019
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  9. Alieu Bah said:

    Very true indeed.

    June 30, 2019
    Reply
  10. Don L said:

    I hope you remember that America and all other country are in serious debt. , for spending / borrowing-  money, and pretending to be rich and did mislead the world,, who knows if soda and all the bullshit we use are best/good for us — we spend sooo much time  terrorising. all we got to show are nuclear weapons. today  we could have been in flying cars– IF THE NEW WORLD [ AFRICA]]IS TO PROPERLY PROCEDE,,  WE  CANNOT FOLLOW  CREDIT SCAM,, NOR EXCLUDE THE  SOLE AFRICANS, — to build your home

    June 30, 2019
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  11. Julian Hibbert said:

    I believe we shouldn't copy the Capitalist ways of the USA! That's not who we are! I am also African. Africa is so beautiful, rich and the start of all humanity.
    We need to find a new way.
    We have the chance to restart humanity, and this time without the evils of what a capitalist society brings. Money is killing the African culture and spirit of abundance. As Africans we need to build a unique culture, that works for us!!

    We have never needed soda pops in the billions of years that Africa has been here. Only advertising and the USA say we need soda pops!

    Let's figure out a new way. A way the rest of the world will love and want to be a part of. That's the only way we can get the USA kids to want to come to Africa! A place free from Capitalism, artificial happiness and old regime ways!

    June 30, 2019
    Reply
  12. Julian Hibbert said:

    Great talk!! I want to add to the ideas: We should sell the culture (not only brands) of Africa to the USA. This means selling a healthier culture and lifestyle to that of the Culture in the USA. Unfortunately we have some work to do on the Africa culture to be cooler than that of the USA.

    June 30, 2019
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  13. Wilson Kubwayo said:

    It makes me have hope that something will be worked out in Africa.

    June 30, 2019
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  14. Maguette NIANG said:

    You have no idea how badly I needed to hear this as i m thnking of starting my own business. It s so inspiring.

    June 30, 2019
    Reply
  15. clemente miranda said:

    IS YOUR PRODUCT AVAILABLE IN NORTHERN CALIFORNIA..?

    June 30, 2019
    Reply
  16. bizbanoelle said:

    Thank you so much my dear Magatte Wade. Africa needs more inspiring women like you. I hope many of us will learn from you. Together, let us EMPOWER mama AFRICA; she truly deserves it. Thus, CHANGE is imminent.

    June 30, 2019
    Reply
  17. Nancy Holder said:

    Magatte, please look into the ministry of Rolland and Heidi Baker in Mozambique. I think you and them will have wonderful synergy! <3 Keep up the great work!

    June 30, 2019
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  18. Queen D said:

    This is amazing Magatte Wade. I truly enjoy this presentation. Would you be my mentor please?????

    June 30, 2019
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  19. bineta ba said:

    She s amazing…

    June 30, 2019
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  20. Hallie Hughes said:

    Magatte Wade, I wish I could work with you. You are on the right track. Continue on your journey and be blessed!

    June 30, 2019
    Reply
  21. Don Jam said:

    Whe you ask to any senegalese young person bla bla… Bullshit! What you've said about seeking for american passports conerns nobody but you. You pretend having mastered other african people's thought. You spend most of your time to depreciate yourself as african without been truthfull toward those people whom you talk to. Yes of curse you about great job with yours projects okay, but it doesn't mean you've got the right to disrespect your natural community as you do. 

    June 30, 2019
    Reply
  22. Jay Mac Music said:

    I don't know adequate adjectives to describe this. Just another amazing sister being great.

    June 30, 2019
    Reply
  23. Style Whys said:

    Love her take on how to actually make a difference, in a humble, realistic manner. 

    June 30, 2019
    Reply
  24. Miss_Chiqi said:

    Now here is a positive and audacious example of a black woman

    June 30, 2019
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  25. Mitchell Wolinsky said:

    Magatte really flows well on this subject-critical to success

    June 30, 2019
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  26. Angela Wanjohi said:

    WOW!…this definitly goes to my favourite list!..

    June 30, 2019
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  27. iwasborntobefly said:

    good lord i was just thinking the other day about how africa needs a marketing campaign and good branding.

    June 30, 2019
    Reply
  28. clemente miranda said:

    …I'M COMPLETELY FIXATED BY THIS FOXY LADY..I WANT HER FOR MY SENSUAL/SEXUAL FANTASIES, I'M INTERESTED OF HOOKING HER UP WITH CULTURAL INNOVATION…

    June 30, 2019
    Reply
  29. Seth Amsel said:

    The "hookup culture" is one in which females hookup as means to developing a relationship??
    So what's the hookup culture called in which females aren't "playing a man's game" and instead are just wanting to hookup on the same superficial level?

    June 30, 2019
    Reply
  30. Michael Paone said:

    Wonderful! Dream big for Africa. I would love to visit.

    June 30, 2019
    Reply
  31. geekgroupie42 said:

    Africa needs a brand… umm… there is something you could do.. it worked before….

    June 30, 2019
    Reply
  32. mikemat3307 said:

    Take the Marxist shit out of your ears and learn how to listen.

    June 30, 2019
    Reply
  33. foyaoeyram said:

    Very Smart, Motivated and Motivating Woman.

    June 30, 2019
    Reply
  34. GiantKenn said:

    i loved this video! great message and motivation!

    June 30, 2019
    Reply
  35. jack palusso said:

    So, u think Africa would do well and be well without money? I'm really sorry, but that's the way it goes my friend… from what I've heard u kinda doing pretty well in Brazil, right? It ain't all about the money, right? Idealist utopia shall save no one, in the world as we know it. Sad? Deal with it and quit hypocrisy… or maybe u should give a better TED talk!

    June 30, 2019
    Reply
  36. Victoire S said:

    She is not Dambisa Moyo. Dambisa Moyo is the economist. Magatte Wade is an Entrepreneur

    June 30, 2019
    Reply
  37. SEO.com said:

    Good stuff.. lofty goal

    June 30, 2019
    Reply
  38. Maria Jose Stopa said:

    I think she is only thinking about money, money, money…. it's all about money…

    June 30, 2019
    Reply
  39. Byron Chali said:

    no veo los subtitulos en español…
    Gracias.

    June 30, 2019
    Reply
  40. Ana Lucía Solórzano said:

    "Instead of being the subject of ´how are we gonna fix things´, we become the solution to problems in America"…simply brilliant. 😀

    June 30, 2019
    Reply
  41. Ana Lucía Solórzano said:

    This inspired me to question myself : how can I make Guatemala (my country) an economic and cultural power?

    June 30, 2019
    Reply
  42. alloallo3 said:

    Terrific. I hope this gets a lot of views. It needs to be heard.

    June 30, 2019
    Reply
  43. Julian W. - Gwangju said:

    Really good points, but, a couple of minutes over time, and probably twice as long as it needed to be.

    June 30, 2019
    Reply

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