Why big brands are too powerful to be ignored

Its research, Mr Awori added, is intended to ensure the bank does not disconnect from young consumers. The lender relies on the findings to determine the type of products to launch.PHOTO: COURTESY

Her mother used to control what type of bread and milk she would consume, what clothes she would wear and where her savings would go.

It had always bothered her when she was a teenager – after all, she had her own ideas on what brands were best aligned to her needs.