The Rise of the Woke Consumer: Introducing KUWISWE
Written by Shufaa Hame
Understanding the Woke Consumer Trend
Trends and brand names are no longer the only drivers of consumer choices when it comes to spending money on goods and services. Consumers have discovered their power and influence over the economy, the environment, and society. As such, certain consumption has evolved into a form of activism against racism, child labour, unethical production practices, harmful chemicals, and climate change. We can see examples of this kind of activism in many contemporary political trends. For example, the Boycott, Divestment, Sanctions (BDS) movement defines itself as an inclusive, non-violent movement and anti-racist human rights movement opposed on principle to all forms of discrimination, including antisemitism and Islamophobia. Their activities pressure businesses through collective purchasing practices [more details]. In Africa, there is public concern over the role of child labour in the production of phones and other technical devices which has contributed to activism to pressure BigTech companies, and the global community, to pay more attention to the chains of labour that their consumption relies upon [more details 1, 2]. These kinds of activism have led to a significant increase in a demand for and a focus on ethical and environmentally friendly products.
Social media movements, such as #buyblack or #buylocal, and the various global boycotts against companies have also catapulted once marginalised artisans into the spotlight, levelling market access for smaller creatives. I call this the #wokeconsumermovement to capture the essence of movements like #buyblack, #bds, #blackowned, #africanmade and #tiredofpolyester. The #wokeconsumermovemet encapsulates the empowerment of consumers to make informed purchasing decisions and to shape the way that companies operate by holding them accountable.
My Journey as a Woke Consumer
I have always been a woke consumer, even before I fully understood the term. I have questioned the erasure of native products and the export of local raw materials only to see them sold back to my local communities as imports. I have pondered the environmental impact and health risks posed by cheap, heavily processed, non-native goods. My heart has bled for the millions of innovators and creators whose work has been exploited by greed and by disconnects in those who create and those who consume. The system is designed to diminish African work, but the system can also be changed. And so, I began to read labels, to look at where goods were made, and to prioritise local goods. Finally, while living in Lebanon as a university student, I actively committed to conscious consumption by seeking locally made goods. I later began to research Tanzanian brands after returning home, which led to the birth of 255Halisi, an Instagram page for the promotion of Tanzanian brands.
Following my personal endeavours to purchase with conscience, my work with 255Halisi, and the growing evidence of consumer activism worldwide, I was inspired to create KUWISWE.
Introducing KUWISWE
KUWISWE is a social enterprise leveraging technology to bring African-made and African-owned goods to consumers worldwide. Imagine having the opportunity to spend your money on high-quality, beautifully designed products while knowing you are not complicit in any unethical practices. I chose the name because the term ‘Kuwiswe’ is a Nyamwezi word that means ‘to belong to us or to ours’. I think the term embodies the spirit of pride, solidarity, support and comradery that we find when we embrace our own innovations and creations. Kuwiswe seeks to instil a sense of ownership in our industries, products, and creators. After running 255 Halisi for a while, I discovered a demand and curiosity for African products, but a challenge with access to both products and to information. I wanted to find a way to link our money to our products to contribute to the advancement our communities. Imagine a platform whereby it is easy to spend your money to buy not only high-quality ethical goods but, also, fairly to compensate African innovators for their work. This is the opportunity KUWISWE wants to bring to the world. KUWISWE wants to open up our continent to our people and beyond.
What KUWISWE Offers: Our Revolution
This is why KUWISWE is steered by three primary offerings. First, equal market opportunity. We provide a platform that ensures African businesses can compete fairly in the global market. Second, vetted ethically made products. All products on KUWISWE are 100% African-owned and ethically produced. And, thirdly, access to African innovations. We connect consumers with unique innovations from talented African creators.
KUWISWE is not just an e-commerce platform; it’s a revolution in how we think about consumption. By choosing to shop with us, you’re supporting ethical practices and empowering local artisans. The #wokeconsumertrend represents a profound transformation in how individuals approach consumption. As consumers become more informed and engaged, they are not just buying products; they are making statements about their values and priorities.
Have you ever considered where your products come from? As we move forward in this journey together, I invite you to reflect on your own purchasing decisions. What statement are you making with your purchases? Who are you supporting or hurting?
Join us at KUWISWE as we reshape industries, promote ethical practices, and provide a platform for marginalised voices in the marketplace. Let’s make conscious choices that uplift communities and protect our planet.
Together, we can create a more equitable global economy—one purchase at a time.
KUWISWE and founder Shufaa are currently raising funds to continue to build the platform. If you are interested to learn more, you can contact Shufaa at shufalma@gmail.com.
In June 2024, Shufaa was a finalist in the University of Cambridge Entrepreneurship Prize Competition, organised by the Mastercard Foundation Scholar’s Programme. Read more about the competition and the inspiring finalists here.
Shufaa Hame
Shufaa Hame is an experienced Education and Health Promotion professional from Tanzania. She uses digital media, community outreach and creative writing to promote education, health and community development. She is passionate about empowering youth and utilising homegrown innovative solutions to solve pressing issues facing Africa. Shufaa has worked in various Education and Community Development NPOs where she gained skills in non-profit management. She is currently pursuing an MPhil in Population Health Sciences at Newnham College, the University of Cambridge with a post-graduation goal to influence policy and create solutions through her own NPO to improve access to quality healthcare in Tanzania.