Buy Jamaican, Build Jamaicans
Jamaica continues to be a place of choice for
Change in Behaviour: Buy Jamaican, Build Jamaicans
international companies to conduct business. Our
competitive business environment, among other Jane,
significant attributes, attracts aspiring entrepreneurs hairointment for natural hair. She has two options,
to settle and start their businesses here. Now, though one Jamaican made and the other international. Jane
this is good for the growth and development of the validates both products based on ingredients and her
Jamaican economy, it also poses a problem for basic knowledge of her hair type. The Jamaican
Jamaican entrepreneurs whose products suffocate ointment has fewer ingredients and is less processed,
because of this international competition. It can be a while
taxing task for Jamaican entrepreneurs looking to ingredients, and is more processed.
a
the
Jamaican
consumer,
international
wants
ointment
to
has
buy
more
distribute their products locally or internationally.
However, Jane decides to purchase the international
Most products developed and produced by our own hair product. She demonstrates a classic behavior of
are generally accessed through “links”, a random what I like to call a “stereotype consumer”. Often, we
social media discovery or by the few people who see
attend local expos such as The Rise and Shine misconception that more ingredients account for
Jamaica Expo. It’s often mind-blowing to Jamaican better value, leaving our Jamaican products to gather
consumers to know that these products exist right dust on the shelves. The concern here is not just the
under our noses. It’s relatively easy to distribute and accessibility of Jamaican products, but also the
access food items. However, when it comes to ideology behind the ingredients in the products. For
products such as skin care or hair products Jamaicans to gain access to Jamaican products, we
developed and produced by our own, getting access first need to tap into the psyche of the Jamaican
to them is not universal. consumer, in an effort to reduce or eliminate
consumers,
like
Jane,
who
are
of
the
stereotyping products.
Issue �: January ����
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