Marketing implications of the geopolitics and geo-economics of de-dollarization

By Ibn Kailan ABDUL-HAMID (PhD)

The international business landscape is undergoing profound transformation, influenced by shifts in global power relations and the emergence of new economic alliances.

At the centre of these changes is the growing call for de-dollarization (the gradual reduction of reliance on the US Dollar) in international trade and finance.

For decades, the US Dollar served as the dominant reserve and transactional currency, providing stability but also reinforcing the geopolitical and economic influence of the United States and its allies.

The emergence of the BRICS bloc (Brazil, Russia, India, China, and South Africa), along with their expanding partnerships with other emerging economies, has introduced a new dynamic in global trade and finance. By promoting local currencies and alternative financial mechanisms, BRICS is challenging dollar hegemony, creating ripple effects across geopolitics, geo-economics, and international marketing.

For African businesses, this shift is both a challenge and an opportunity. On one hand, the weakening of dollar dominance creates uncertainty in exchange rates, pricing, and trade negotiations.

On the other, it opens space for diversified partnerships, greater bargaining power, and the potential to integrate more strongly into global value chains outside the Western orbit. This paper examines the marketing implications of de-dollarization and proposes strategic recommendations for African businesses.

Marketing Analyses of the Development

Shifts in Market Orientation

De-dollarization is driving a realignment of trade flows. As BRICS and other emerging economies expand their share of global GDP and trade, African firms must strategically reorient their market focus.

Instead of relying solely on the US and Europe, firms can increasingly target Asia, Latin America, and intra-African markets. Marketing strategies should therefore evolve from Western-centric positioning to multi-market adaptability, reflecting both Western and non-Western audiences.

Pricing and Currency Risk Management

The shift away from the US Dollar introduces currency fragmentation. Businesses face higher risks of exchange-rate volatility as multiple currencies such as the Chinese Yuan, Indian Rupee, or Russian Ruble enter trade settlements. Marketers must develop flexible pricing models that reflect currency dynamics without alienating customers.

Firms may also need to adopt fintech-driven solutions, such as multi-currency payment platforms, to remain competitive. This transforms pricing from a technical decision into a core marketing strategy, affecting brand trust and customer retention.

Rebranding and Market Identity

De-dollarization also reshapes brand identity and positioning. A company’s alignment with certain economic blocs may affect its perception in global markets. Firms marketing to BRICS-aligned countries may emphasize inclusivity, partnership, and shared development.

Conversely, firms dealing with Western markets must reassure customers of stability despite global financial shifts. Thus, brand narratives must adapt to new geopolitical realities, balancing trust, flexibility, and cultural resonance.

 Supply Chain Diversification

The weakening of dollar hegemony is encouraging countries to build alternative trade corridors and local-currency-based settlements. For African firms, this means opportunities to diversify supply chains, source raw materials at more favourable rates, and reduce over-dependence on Western suppliers.

Strategic marketing partnerships across Africa and with BRICS economies can improve cost efficiency. African firms can also strengthen their value proposition by branding themselves as contributors to South-South trade.

 Consumer Perceptions and Nationalism

In many emerging economies, de-dollarization is not just economic but also symbolic, tied to national pride and sovereignty. Marketing campaigns must recognize these sentiments by framing products and services as aligned with local values, independence, and cultural pride.

In Africa, consumers are becoming increasingly conscious of the need to support local industries. Firms that link their brands to economic self-reliance and regional solidarity will strengthen customer loyalty.

Recommendations for African Businesses

Adopt Multi-Currency Marketing Strategies

African firms should design marketing campaigns and payment systems that accommodate multiple currencies. Offering flexible settlement options in local and BRICS currencies can enhance competitiveness and customer convenience.

 Leverage South-South Cooperation

African businesses must reposition themselves as active participants in South-South trade. By engaging with BRICS economies in joint ventures, co-branding, and shared marketing research, firms can access larger markets and benefit from new financial ecosystems.

 Invest in Brand Localization

To succeed in diverse markets, firms should localize their brands—adapting product features, advertising, and communication to resonate with cultural contexts. For instance, appealing to Chinese or Indian consumer preferences requires distinct messaging strategies compared to Western audiences.

 Enhance Financial Literacy and Risk Management

African businesses need to develop stronger internal capacities to manage risks associated with multi-currency systems. Marketers must collaborate with finance teams to design risk-sensitive campaigns that can withstand fluctuations in exchange rates.

Strategic Alliances and Innovation

Collaboration with firms in BRICS economies should go beyond trade, it should include co-creation of products, joint marketing campaigns, and shared digital platforms. Innovation in areas such as e-commerce, digital marketing, and fintech will be crucial for survival and growth in this new economic order.

Conclusion

The geopolitics and geo-economics of de-dollarization represent a critical turning point in global trade and marketing. While the US Dollar remains significant, its gradual decline in dominance forces businesses to rethink how they market, price, brand, and position themselves. For African firms, this is not merely a challenge but an opportunity to play a more assertive role in shaping the future of global business.

Marketing in this context transcends its traditional role of promotion and sales, it becomes a strategic instrument for navigating financial volatility, cultural identity, and global power shifts. African businesses that embrace flexibility, cultivate regional and global alliances, and integrate marketing with financial and geopolitical realities will not only survive but thrive in the era of de-dollarization.

The writer is the Head of Marketing Department,University of Professional Studies, Accra

[email protected]

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