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Across Africa, side hustles are no longer just a way to earn extra income. Many have evolved into successful businesses that make a meaningful contribution to local economies. While major brands often spend millions on advertising, a growing number of entrepreneurs are achieving impressive growth without large marketing budgets. Instead, they are tapping into a resource that is both accessible and powerful: authentic conversations. This week, we explore why conversations are becoming one of the continent’s most valuable business assets and how entrepreneurs are using trust, community, and genuine human connection to drive sustainable growth. CNBC Africa’s Prudence Makhubalo speaks to Natalie Druion, Head Conversationalist at Momentum, about the power of meaningful engagement, and why the future of influence may belong not to the loudest brands, but to those that create moments that truly matter.
Fri, 24 Jul 2026 12:30:42 GMT
