TALKING POINT activities such as police brutality while those that support democracy are likely to thrive . In Kenya some brands gained market share in the past as some politicians suggested that competitors be boycotted .
Deliberate Efforts to Divest from Brown Economy Like Fossil Fuels Exist but It is Still an Indispensable Part of the Growth Engine
Brown economy include economy that degrades the environment such as fossil fuels and other activities that are pollutant . We have seen the development partners like World Bank withdrawing from funding coal power projects , Kenya has invested heavily in geothermal power that is green but we still need to use thermal power generators for standby purpose as part of the growth engine . There is a market for carbon credits where investors in Brown pay those in Green economy to achieve zero net emissions .
Orange Economy Where Creativity is The Main Economic Asset
It is important to note that creativity is considered an economic asset in the orange economy . The creativity required and applied in marketing makes this a major area of possibilities to our readers . Design , architecture , culture , films , video games and arts all fall in this category . A 2015 Ernest and Young report estimated the orange economy to be worth $ 2.25 billion which was more than the GDP of India at the time .
Purple Economy Involves Adapting to Humanity and Sustainability
This involves economic adaptation to cultural aspects of goods and services . Fair trade goods and sustainable branding comes to mind where value maybe attached to the origin of goods and services and part of the proceeds are paid to the communities from where the goods are sourced ensuring fairness in the value chain . Bean There Company pay a premium to farmers for Fair Trade Coffee from Ruthagati Factory in Nyeri .
White Economy for Health and Personal Care ; Flat White Bonus For Computing
The white economy is viewed as one with the highest growth potential as it encompasses sectors that are health or personal care related with over $ 10 trillion Global market value . The term flat white economy
“ Painfully , the red economy is used in reference to primitive accumulation of wealth where profits come before all else regardless of the harm to the planet and consideration for humanity . Those factories that are closed for discharging untreated waste into rivers or businesses closed for caning employees would fall here . ”
has also been used to define part of the digital economy such as people involved in computer programming , 4th Industrial Revolution and management consulting .
Pink Economy - There is The Market Then There is “ Wash Wash ”
The term pink pound that was coined by the Guardian in UK to describe the value of the LGBT community purchasing power estimated at £ 6 Billion currently in UK only , the origin of the color association however goes back to post World War 2 when the community was required to wear pink for identification purpose . The term also gave birth to another one : Pink washing a term coined by LGBT activists , which relates to brands especially retail ones and PR or marketing campaigns who design campaigns appearing to be LGBT friendly but in reality , they preach water but drink wine hence they do not walk the talk . For example , some brands would create advertising targeting the segment but fail to release it or quickly withdraw such campaigns after getting a backlash from the public . The “ Washing ” is related to “ wash wash ” a Kenyan term for black market involving fake money and laundering .
The government social marketing campaigns also target the LGBTs especially for sexual health interventions . Kenyan Ministry of Health , National Aids , STIs Control Program ( NASCOP ) and University of Manitoba Canada released data some 5 years back estimating the population in of LGBTS as over 10,000 in Nairobi CBD only . The market exists but as the “ washing ” indicates it is not for the faint hearted .
Red Economy Bi-Polar Fortunes Passionately For Women , Painfully For Primitive Wealth Accumulation
On the Passion point , since girls are known to like pink , a colour that has already been taken by another economy , women like red which trends in February , we use red economy to describe the economy of the purse . We studied handbag contents in the past to highlight as a thought leader in this economy , the purchasing power of this group in terms of money and decision influence at over $ 10 trillion globally providing an equally compelling opportunity to the green and white economies . That is the power of the purse that men get very curious about , they were very interested in the handbag contents findings , some women were equally “ suspicious ” because it revealed “ Peculiar ” habits the power of which has been known to unlock billion-dollar markets South of Sahara and North of Limpopo .
Painfully , the red economy is used in reference to primitive accumulation of wealth where profits come before all else regardless of the harm to the planet and consideration for humanity . Those factories that are closed for discharging untreated waste into rivers or businesses closed for caning employees would fall here .
Whichever innovation you choose there is a color that can help you have colorful fun navigating through the rainbow of trillions of dollar opportunities in different shades . Because , “ all work with no play makes Jill or Jack a dull person ” ■
Boniface Ngahu is a seasoned marketing research expert and runs the Talking Point column in Marketing Africa magazine . He is the Marketing Director of SBO Research . Talk with him via email at : BNgahu @ sboresearch . co . ke or follow him on Twitter @ bngahu
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