Africa's new consumers: Making and taking Africa's opportunity

This article describes the significant long-term opportunities for business development in Africa by exploring its trends and unique cultural and consumer context.

Africa's new consumers: Making and taking Africa's opportunity

The Futures Company

Over the past decade, Africa has become the fastest growing region in the world. Growth rates of around five percent per year since the turn of the century means that the continent's GDP has doubled in a decade. Even since the global financial crisis Africa has continued to outperform other regions.

The macro-forces that are shaping this transformation, fuelling what is likely to be a long boom after years of stagnation and decline, represent a sea change for the continent's fortunes. Few of them seem likely to reverse in...

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