We’ve always been proud to have solid foundations in the South African market, and in 2018 we proudly brought Absa to Africa. With this new dawn comes the extraordinary
opportunity to redefine ourselves as a truly African brand, unified and united with one goal: to bring your possibility to life. We have a brand new purpose; a new brave,
passionate attitude, ready to take on all the opportunities Africa affords all of us.
Our brave new identity
An Absa inspired by you
Africans are remarkable. We’re made of potential and perseverance and we can always find solutions. This film is a celebration of that tenacity and ingenuity. It’s a demonstration of
innovations, inventions and hacks – uniquely African ways to solve problems. It’s about the way we get things done.
A new word for our new purpose.
There’s a way of doing things that’s unique to our continent. Of meeting every challenge with tenacity, ingenuity, positivity and creativity.
At Absa, we call this Africanacity: the distinctly African ability to always find ways to get things done. It’s the driving force behind everything we do. That’s Africanacity.
If you have any questions about the rebrand and what it means to you, you’ll find all the answers here.