The Creator Economy Is Booming — And Adetutu Laditan Is Leading Africa Into Its Future

Economic Insider Staff on June 11, 2025

By: Natalie Johnson

The creator economy has exploded from a niche digital trend to a global industry reshaping how content is produced, consumed, and monetized. With over 300 million creators worldwide and billions in revenue generated annually through brand deals, ad shares, and digital goods, the creator economy is no longer an experiment — it’s a central force in global business. And at the heart of its most exciting evolution is Adetutu Laditan.

As the founder and creative director of Woof Studios Africa, Adetutu is more than a strategist. She is a movement maker, redefining how African creators scale their platforms and own their narratives. In June 2025, she is set to make history at the Cannes Lions International Festival of Creativity — the most prestigious advertising event in the world — by becoming the first African creator service provider to host a panel at the LIONS Creators Forum.

But this isn’t just about a seat at the table. For Adetutu, this moment is about building a new one.

“This moment is not just ours,” she says. “It’s for every African creative who’s ever been told to wait their turn. The turn is now.”

A Movement Decades in the Making

Before launching Woof Studios, Adetutu served as Senior Marketing Manager for YouTube Sub-Saharan Africa. There, she designed creator development programs and led platform growth initiatives that elevated African voices on the global stage. It was during this time that she recognized a glaring gap in how African creators were supported, monetized, and represented — especially when compared to their Western counterparts.

That realization sparked the launch of Woof Studios, a next-gen creator services company built as both a support system and a strategic engine. Think of it as a multi-channel network meets global talent agency, but designed specifically for African creators to thrive in the digital economy.

Today, Woof Studios helps African creators build sustainable careers by offering tailored support in content strategy, audience development, platform optimization, and brand partnerships. With clients spanning fashion, food, tech, and entertainment, Adetutu and her team are unlocking Africa’s cultural capital and turning it into long-term economic power.

“Woof Studios exists to bridge the gap between Africa’s cultural capital and global opportunity,” Adetutu explains. “We want to make it easier for global brands to work with African creators, not just as talent, but as partners in shaping powerful narratives.”

Cracking the Code at Cannes

On June 17, 2025, the world will watch as Woof Studios headlines Cracking the Code with Africa’s Creators, a featured session at the Cannes Lions Creators Forum. This historic panel will spotlight African creators who are changing the global storytelling landscape, including Nigerian food entrepreneur Ifeyinwa Joan Mogekwu, South African twin influencers Cent Twinz, Ghanaian visual artist Enil Art, and entrepreneur Mpoomy Ledwaba.

The conversation will go far beyond brand deals and viral trends. Adetutu has curated a session to challenge outdated partnership models and explore what it means to collaborate with African creators in culturally intelligent, purpose-driven ways.

“Too often, partnerships with African creators are transactional,” she says. “Our panel is about helping the world see what true collaboration, rooted in respect and culture, can unlock.”

The Creator Economy’s Next Frontier

Africa’s creator ecosystem is growing rapidly. With a youthful population, expanding internet access, and rich storytelling traditions, the continent is home to one of the most promising creator markets in the world. Yet, it remains largely underleveraged by global brands and investors.

That’s starting to change — in large part due to Adetutu’s work.

She sees creators not just as content producers, but as economic drivers and cultural architects. Under her leadership, Woof Studios is helping creators become businesses in their own right. The studio’s support extends from monetization strategy to original content production and high-impact brand campaigns.

“The world has been watching Africa as a trend,” says Adetutu. “We’re here to show it’s a movement. A creative force that’s digitally savvy, culturally rooted, and globally relevant.”

Building a Borderless Future

The creator economy’s future is increasingly borderless. As social platforms become global stages, the value of cultural fluency and authentic storytelling rises. For brands seeking to future-proof their marketing strategies, engaging African creators is not just an opportunity — it’s a necessity.

Adetutu’s message to the global industry is simple but urgent: Africa is not the future, it’s now.

With Woof Studios, she is building the infrastructure to make that message resonate. And with the forthcoming Cannes Lions milestone, she is turning visibility into power, making space for a generation of African creators to be seen, heard, and valued — on their own terms.

In a world hungry for authentic stories and new perspectives, Adetutu Laditan is a force driving the creator economy into its most dynamic, inclusive chapter yet.

Understanding Father’s Day Shoppers: Key Insights for Businesses

Economic Insider Staff 2 on June 11, 2025

Father’s Day is a significant moment in the retail calendar, as people look for just the right way to show appreciation for the fathers and father figures in their lives. For business owners, understanding what drives these purchasing decisions can make all the difference. It’s not just about what items are popular, but about the underlying reasons behind why consumers choose certain gifts over others. By tuning into these motivations, businesses can better tailor their offerings and connect with shoppers more effectively.

This article will dive into the core reasons why people buy specific things for Father’s Day. We’ll chat about the growing desire for meaningful experiences, how catering to hobbies makes a difference, the impact of convenience in shopping, and the powerful role of emotional connection in gift choices.

More Than Just a Gift: The Quest for Meaningful Purchases

A big shift in how people approach Father’s Day gifting is the move beyond simply buying a physical item. Shoppers are increasingly looking for gifts that create lasting memories or offer a truly unique experience. This means that tickets to an event, a special outing, or a fun activity often hold more appeal than just another gadget. The desire to provide a memorable experience is a strong motivator for many consumers.

This trend also extends to gifts that feel highly personal or custom-made. People want to find something that genuinely reflects the father’s unique personality, interests, or the special bond they share. Whether it’s an item tailored with a specific message or a gift that speaks directly to a shared inside joke, personalization adds significant value. Businesses that can offer unique experiences or easy ways to customize products are often in a good position to meet this growing consumer demand.

Tapping into Passions: Gifting for Hobbies and Interests

Another clear driver behind Father’s Day purchases is the desire to support and celebrate a father’s individual hobbies and passions. The days of generic gifts are gradually being replaced by highly specific items that align with what a father truly loves to do. If a father enjoys cooking, gifts related to gourmet food, specialized kitchen tools, or unique ingredients are often sought after. For those who love the outdoors, items for hiking, fishing, or camping might be considered.

This focus on specific interests means that popular gift categories often reflect common hobbies. This includes tools for DIY projects, gear for outdoor adventures, tech gadgets for modern enthusiasts, and specialized food or drink items for those with culinary tastes. Businesses that organize their offerings around these popular interest areas, or that can help shoppers easily find gifts related to specific hobbies, tend to perform well. It’s about providing solutions that truly resonate with the recipient’s personal world.

The Role of Convenience and Last-Minute Decisions

Convenience continues to be a major factor influencing Father’s Day shopping behavior. Many consumers turn to online shopping platforms as their primary destination for gifts. The ease of Browse a wide selection, comparing options, and completing purchases from home or on the go is a significant draw. Businesses with strong online presence and clear, user-friendly websites often capture a large share of the market.

Additionally, gift cards remain a consistently popular choice for a notable portion of shoppers. For many, gift cards offer the ultimate convenience and ensure the father can pick out exactly what they want or need. It’s also worth noting that a good number of individuals tend to finalize their Father’s Day purchases closer to the date itself, often in the week leading up to the holiday. This suggests a need for businesses to have readily available inventory, clear shipping options, and perhaps quick in-store pickup services to cater to these last-minute buyers.

The Heart of the Matter: Emotional Connections Drive Choices

At its core, Father’s Day is deeply rooted in emotion. The fundamental drive behind most purchases is the desire to express heartfelt thanks, appreciation, and love for fathers and father figures. This emotional connection often guides the choice of gift, pushing shoppers towards items that are perceived as thoughtful, meaningful, or that can create a shared positive experience.

Marketing and messaging that tap into this emotional aspect can be particularly effective. Campaigns that highlight the unique bond between a father and their loved ones, tell relatable stories, or evoke feelings of warmth and gratitude tend to resonate strongly with consumers. Businesses that understand this emotional driver can position their products or services not just as items, but as vehicles for expressing sincere appreciation and strengthening family connections. Recognizing the emotional dimension of Father’s Day purchases is key to effective engagement with shoppers.