Skip to main content
Voices · Opinion

Malika Ahardane

Morocco correspondent — global consumer brands, marketing, and corporate power. Signed columns, each an argument; the views are the correspondent’s own.

Last updated: October 2026

Opinion — the views in these columns are the correspondent’s own.

← All four voices


Portrait of Malika Ahardane

Correspondent · Based in Casablanca

Global consumer brands, marketing, and the corporations that decide what the world buys.

LinkedIn

Career

I sell to the world for a living — and I watch what the world buys. Since October 1999 I have been a Marketing Manager at Procter & Gamble, working with some of the largest consumer brands on the planet: Johnson & Johnson, Bank of America, Sony Entertainment Music, L’Oréal. My beat is the boardroom decision that lands on your shelf — the launch, the rebrand, the price move — and what it reveals about who really holds power in the global economy.

What shaped my lens: a quarter-century inside the machinery of global marketing — the campaigns, the portfolios, the multinationals that decide what billions of people reach for every morning. I write about corporations the way a mechanic reads an engine: for what is actually connected to what.

Based in Casablanca, I cover global consumer brands, marketing, and corporate power.

Personal

Based in the Casablanca area, Morocco. An MBA graduate of the University at Albany, SUNY — GPA 3.67, captain of the volleyball team — with a BA also mentioned from the University of Southern California. 500+ LinkedIn connections.

Timeline

  • 1993–1999 — MBA, University at Albany, SUNY (GPA 3.67; volleyball captain)
  • 1999–present — Marketing Manager, Procter & Gamble, Casablanca area (clients include Johnson & Johnson, Bank of America, Sony Entertainment Music, L’Oréal)
  • 2026 — Columnist on consumer brands, marketing, and corporate power, Magna Bureau
Opinion The Bank of Japan

Tokyo Spent $85 Billion Defending the Yen. The Currency Didn’t Notice.

On July 30, Japan’s Ministry of Finance sold an estimated $85 billion in a single day to buy yen — with the U.S. Treasury stepping into the market alongside it, America’s first foreign-exchange intervention since 2011. The yen leapt from 164 to 155 per dollar. Within weeks, it had given nearly all of it back. Eighty-five billion dollars, and the market treated it as a speed bump.

To understand why, learn the trade that runs the yen. Borrow money in Tokyo at barely over one percent, convert it to dollars, park it in U.S. assets yielding far more, and pocket the difference. It is the carry trade, the most durable arbitrage on earth — and every intervention is an invitation to reload it. Each time the Ministry of Finance pushes the yen up, the carry traders get a cheaper re-entry point, subsidized by the taxpayer. Tokyo doesn’t fight the carry trade. It funds it.

The arithmetic is remorseless. On September 18 the Bank of Japan raised its policy rate to 1.25 percent, the highest since 1995, on a split 7–2 vote — and the yen fell. Why? Because two days earlier the Federal Reserve had lifted its own rate to a 3.75–4.00 percent range, leaving a 275-basis-point chasm between the two. Governor Ueda offered no promise of further hikes, two board members dissented in favor of holding, and the market did the math: the gap isn’t closing. Interventions push the exchange rate down for a day; the rate gap pushes it back up every day after. Plumbing beats theater.

“The Ministry of Finance doesn’t fight the carry trade. It subsidizes it — $85 billion at a time.”

And the real bill lands where it always lands: the household. A weak yen is a stealth tax collected at the supermarket and the petrol pump — imported food, imported energy, eroded real wages. Finance Minister Satsuki Katayama promises Tokyo “will not hesitate” to intervene again. Nobody should hesitate to ask for whom. Exporters get a discount; tourists get a bargain; the thirty million Japanese pensioners living on fixed incomes get the inflation. The intervention isn’t a rescue of the yen. It’s a rescue of the narrative — proof the government is doing something, priced in billions, achieving nothing.

Here’s the part the press releases skip: Japan cannot do what would actually work. It cannot raise rates fast enough to close the gap with the Fed — public debt near two and a half times GDP means every percentage point of borrowing cost is a fiscal earthquake. And it cannot intervene forever — foreign reserves are vast but finite, and the market knows the Ministry’s balance sheet better than the Ministry knows the market’s nerve. So Tokyo performs resolve: the rate check, the stern warning, the occasional fireworks. The economy gets the performance; the carry traders get the discount.

The Bureau’s Factbook tracks monetary credibility as a function of arithmetic, not announcements — and the arithmetic says the yen’s slide is not a market failure. It is the only equilibrium the numbers allow. Nobody in Tokyo is pricing in the honest version: that the weak yen is a choice, made daily, and paid for by the people who can least afford the receipt.

“$85 billion bought time, not a currency. The yen’s weakness isn’t a market failure — it’s the policy.”

So expect another intervention, another press conference, another rally that fades. The Ministry will keep spending billions to defend a currency whose decline it has already accepted. The carry trade will be there every morning, hat in hand, collecting its subsidy. And the households will keep paying — quietly, in yen, at the till.

Loading the discussion…
Opinion Iron ore & the China habit

Lithium’s Crash Wasn’t a Bust. It Was a Lie Detector.

In 2022 they called it white gold and priced it like treasure — then the price fell off a cliff, the prophets went quiet, and Western Australia learned what its miracle was really worth. Good. The lithium crash wasn’t the death of the energy transition. It was the polygraph test the whole industry needed, and nearly everyone failed it.

Remember the mania, because the mania is the exhibit. Spodumene and lithium carbonate prices went vertical in 2022 on the gospel of the electric car; juniors listed on a PowerPoint and a postcode; the Pilbara was declared the Saudi Arabia of the battery age. The demand charts only went up. The consultants selling them never mentioned that charts are not geology.

Then the cliff. Prices collapsed more than 85 percent from the peak. Core Lithium suspended its Finniss mine in January 2024, citing the fall outright. Bald Hill went into care and maintenance in November 2024. Mt Cattlin halted in 2025. Pilbara Minerals mothballed its Ngungaju processing plant — and still posted a A$196 million full-year loss in FY25, revenue down 39 percent to A$769 million, despite record output. The miracle, it turned out, had been priced for perfection.

“They called it white gold. It was never gold. It was paint — useful, valuable, and manufactured by the drum.”

Here is what the lie detector revealed first: lithium was never rare. It was briefly scarce. The “supercycle” was a speculative premium stacked on a real trend — consultants selling demand curves to buyers who wanted to believe, while supply sat everywhere waiting for a price signal: Chinese lepidolite, African hard rock, brine that only needed a signature. Scarcity was the story. Abundance was the geology.

Second revelation: Australian supply is a tap. When prices recovered in 2026 — spodumene concentrate back near $2,350 a tonne, more than four times the $580 low of June 2025 — the mines switched back on within months. Bald Hill restarted in May 2026. Ngungaju resumed in July. Finniss recommenced. No other producing region on earth can turn supply on and off like a light switch. That isn’t a weakness. That’s Western Australia as the swing producer of the energy transition — the marginal barrel, but for batteries.

Third, and most inconvenient for the obituarists: demand never died. Electric vehicles and grid batteries kept growing through the entire bust; by FY26 Pilbara’s revenue had jumped 152 percent to $1.93 billion, profit swung to $526 million, and the dividend — dead for three years — came back to life. The transition was real. The scarcity premium was the lie.

“The bust didn’t disprove the bet. It repriced it. Lithium isn’t treasure. It’s plumbing — and plumbing doesn’t have supercycles.”

So what did the crash actually reveal about the energy-transition bet? That the bet was never on lithium being precious — it was on it being irreplaceable, and irreplaceable is a volume story, not a price story. China still processes most of the world’s concentrate; the chokehold was never at the mine. The Bureau’s Factbook grades resource leverage as a hard currency, and the lesson of the bust is that leverage belongs to whoever controls the tap and the refinery — not whoever shouts “supercycle” loudest.

Every boom needs its bust the way every courtroom needs its cross-examination. The lithium crash put the energy transition on the stand, and the transition told the truth: the electrons were real, the mania wasn’t. Next time someone prices a rock like treasure, remember the Pilbara — and ask what the tap is doing.

Loading the discussion…
Opinion The price of the strait

Twelve Ships a Week Is Not a Strategy. It Is an Invoice.

Somewhere in a London underwriting office this week, a person with a spreadsheet is doing the honest strategic thinking that Washington has stopped doing. Twelve vessels attacked in and around the Strait of Hormuz in seven days — the heaviest weekly toll of the war, by the British navy’s own count. Six struck on Sunday alone. That is not an incident report. That is an invoice, and it is being itemized while the strategists posture.

Let me read it to you the way the market reads it, because the market has no ideology and therefore cannot lie. Oil transits through the strait ran at roughly 12.6 million barrels a day on Tuesday — down from 15 million at the end of September, against a pre-war baseline of about 17 million. Four and a half million barrels a day did not vanish into a diplomatic memo. They were frightened off the water. Brent crossed $105 on the news that Washington had rejected Tehran’s offer to reopen the strait in exchange for a halt to the strikes. The market did the arithmetic in one session that two governments have refused to do in seven months: this is costing real money, and the bill is growing.

Now observe the theater that accompanies the arithmetic. On Tuesday the Singapore-flagged container ship GFS Pride sank after a projectile strike in the strait; all twenty-one crew were evacuated. Tehran’s Revolutionary Guard published footage of the sinking and announced the vessel had carried, quote, “2,500 containers of contraband.” Contraband. The poetry of navies. Somewhere a commodore found the word and put it in the press release like a sprig of parsley. The hull is on the seabed. The poetry floats.

And the geography of the attacks is widening the way a stain widens. A tanker was struck by multiple projectiles ninety-four kilometres north of Qatar, with casualties reported. The Nicaraguan-flagged Petro Dolphin took a drone hit off Oman’s Sohar anchorage — two hundred and fifty kilometres from the strait. Eleven Indian seafarers were rescued; two are still missing. Reports keep coming from north of Qatar, off the UAE coast, near Oman. Tehran’s navy announced a “new deployment formation” across the region, which is the kind of phrase communiqués use when the map is the message: the strait is no longer the only place this war is priced.

“Nobody in a boardroom believes in deterrence. They believe in the premium — and the premium is screaming.”

I spent twenty-six years inside the machinery of global brands, and here is what that life teaches you: companies do not have foreign policies. They have profit and loss. A shipping major does not sit up at night agonizing over deterrence theory; it reprices. An insurer does not hold a seminar on escalation ladders; it surcharges. Every missile fired at a hull becomes a line item — war-risk premium, rerouting cost, inventory buffer — and every line item travels, molecule by molecule, until it lands where all costs eventually land: on the shelf, in the price, on you.

My colleague in Casablanca will tell you, with her usual moral clarity, that the South pays for wars it never voted for, and she is right. But let me name the mechanism, because mechanism is my beat: the invoice is written in Washington and Tehran and collected everywhere. When a president rejects an offer to reopen the world’s most important oil artery — an offer that was on the table on Monday, mediated, specific — he is not striking a blow for resolve. He is underwriting a surcharge on every refinery margin, every diesel pump, every grocery receipt on earth. Resolve has a rate card now. It is called Brent plus.

The defenders of the hard line will say the alternative is surrender: that you cannot reward a regime for mining the strait. Fine. Let us stipulate that Tehran is not a victim here — the mining, the missiles, the sinking of civilian hulls are the acts of a state that has chosen the shipping lane as its hostage. But the hard-liners have been running their preferred policy for seven months, and the toll is twelve ships a week and a Brent price with a one in front of it. At some point the strategy has to be judged by the spreadsheet, not the slogan. The spreadsheet says: the war is taxing the global economy, the tax is rising, and the revenue goes to nobody.

“Sanctions are a subscription nobody can cancel; deterrence, it turns out, is a surcharge nobody can itemize.”

Here is the part nobody at the podiums will say out loud. The strait will be secured — one way or another it will be secured — because the alternative is a world economy priced like a war economy, and no electorate anywhere signed up for that. The only question is the price of the learning curve. Every week of “looking tough” adds a line to the invoice: twelve hulls, four and a half million missing barrels, one sunken container ship, two missing seamen, one rejected deal. The underwriters in London are not guessing anymore. They are billing.

So file this under the oldest lesson in the brand business. The customer always pays. The customer is always you. And the brands — the shippers, the insurers, the refineries — are already doing what they always do when governments mistake stubbornness for strategy: they pass it on. Twelve ships a week is not a policy. It is an invoice, stamped payable, and the postman has your address.

Read the other side: Dounia Filali argues “At the End of the Strait, There Is a Shelf in Casablanca”

Loading the discussion…
Advertisement