South Africa, Sept. 23 -- More than 170 million people of African descent living outside the continent according to United Nations estimates.

Among them is me, a South African living in the Netherlands, whose personal journey reflects how diaspora identities continually reshape the way brands are perceived across continents.

The duality of diaspora

What makes us unique is that we occupy two roles simultaneously: We are consumers in our adopted countries, shaping local markets with our tastes and buying power (here's looking at the boxed bobotie at my local supermarket - still, not the same as back home), but we are also cultural ambassadors, carrying Africa with us wherever we go.

This duality matters profoundly for global PR because ...