Khumo Theko

Is a trends analyst that aims to unpack the influential cultural layers that make the African continent tick. By joining the dots that lead to innovative creations and solutions that are shaping the way we live, work, and interact through research and trends analysis.

My interest and knowledge in trend analysis emerged while pursuing my BA in Design and Retail at LISOF. I was intrigued by the way society impacts the output of businesses and industries and vice versa.

I first experienced the value of providing informative trends for businesses as a  research assistant at Flux Trends. Under the guidance of reputable and experienced team members, I advanced in my role and become a Cultural Identity Trends Spotter. This title expanded my skill set and experience through presenting keynote talks and presentations for well-established businesses and conferences such as AB-Inbev and Mattel. Inc.

I have also had the privileged to share some of my findings via media publications such as radio station 702 and Powerfm. And interviews aired on media outlets such as Enca and Newzroom Afrika. I have shed light on the shifts and changes in brand communication and marketing at media-led conferences like the  Sunday Times Generation Next and BizCom Trends 2022.

My expertise within the sector has expanded with my current role as a Digital Trends Analyst at AB-InBev’s internal agency Draftline. The role has enabled me to build on my research capabilities with social listening and data analysis. As a form of guiding brands on continuously understanding their consumers and how they interact with the world around them.

I believe my purpose as a trend analyst is to show the African perspective through research. This is one of the reasons behind the creation of I See Africa. My layered industry experience and exposure have cultivated a company mission that continuously highlights shifts and innovations that can contribute to societal and business prosperity within the continent. This perspective and mission are depicted through some of ISA’s collaborations and projects with businesses such as Cultural Foundry and Lulu Belle for Canex. The drive to showcase the dynamic business and organisational opportunities within the continent will continue to be observed and analysed through similar collaborations and work by I See Africa.