There’s a beautiful, almost predictable ritual within many African homes.

*WHY OUR PARENTS ARE OBSESSED WITH THE NEWS — AND WHAT THAT TEACHES US ABOUT BECOMING THRIVING BRANDS|©TheBrandCoach™*

There’s a beautiful, almost predictable ritual within many African homes.

7 PM — the news is on.

9 PM — the news, again.

Same anchor. Same bulletin. Same stories.

Yet our parents sit, attentive, committed, almost religious about it.

Over the years, we’ve joked about it.

We’ve teased them.

We’ve labeled it “obsession.”

But what if it’s deeper than habit?

What if it’s trauma?

What if it’s brand survival?

I have a theory — one shaped by sociocultural behavior, psychology, and decades of observation:

Most of our parents came of age in the era of Civil Service dominance — and during the Moi regime, careers, livelihoods, and futures were decided during the news broadcast.

A single line in a 7 PM bulletin could elevate a name or erase it.

A casual reshuffle could send someone home — instantly.

Your job depended on information.

Your stability depended on awareness.

Your safety depended on knowing what the State had decided that day.

So they watched.

And watched again.

And kept watching — long after the danger was gone.

Not because they love TV.

Not because they enjoy politics.

But because their lives were...