As an entrepreneur, you know that building a successful business requires much more than just a great product. But have you considered how your brand might serve as a cultural ambassador? Senegalese entrepreneur Magatte Wade has built her career on this powerful insight, and her approach offers a fresh perspective for business owners looking to expand their impact.
Wade’s journey began with a simple observation: while young people across developing nations consistently name America as their dream destination, it’s not because of economic opportunity—at least, it’s not the only reason. It’s also America’s powerful cultural influence through its brands. From Nike to Apple, American brands have become global cultural touchpoints that shape how the world sees both the products and the country itself.
“Among the top 100 global consumer brands, there are no African brands,” Wade points out in her compelling TEDx presentation. This absence isn’t simply an economic gap—it’s a missed opportunity for cultural exchange and perception-shifting that could transform international business relationships.
This insight led Wade to create companies like Adina, a beverage company offering traditional Senegalese drinks as healthy alternatives to sugary sodas, and Tiossano, a skincare brand promoting what she calls “All Women” values. Through these ventures, she’s sharing cultural solutions to modern problems while building economic bridges.
You’re probably not running businesses in a developing nation, but the relevance for your business in today’s economic climate couldn’t be clearer. With global markets becoming increasingly interconnected yet culturally isolated, the brands that can authentically represent cultural values while solving universal problems have a distinct advantage. Wade’s “virtuous circle” theory suggests that strong brands change perceptions, which increases trust, leading to more trade and, ultimately, greater economic power.
This approach feels particularly timely as consumers increasingly seek meaning and authenticity from the companies they support. By thoughtfully incorporating cultural elements into your brand identity, you can differentiate your business and contribute to a richer global conversation.
Wade envisions the 21st century as the “century of meaning” where diverse voices contribute to solving our shared challenges. For entrepreneurs, this represents both an opportunity and a responsibility to consider how your brand might serve as a cultural bridge in an increasingly complex global marketplace.
Watch Wade’s full TEDx presentation below to explore how cultural branding might transform your business approach and perhaps even help shift perceptions of your industry or region.