Targeting the Lions - Brands and Africa's New Middle Classes

Jo Bowman

A strong middle class is emerging across the African continent, with the markets known as the "African lions" - Algeria, Botswana, Egypt, Libya, Mauritius, Morocco, South Africa and Tunisia - having similar growth rates than the BRICs.

Targeting the Lions – Brands and Africa’s New Middle Classes

Jo Bowman

Think of Africa and what immediately springs to mind is unlikely to be wine bars, high fashion and fast cars. But in this vast – and vastly disparate – continent, there's a strong emergent middle class, and they're in the market for many of the products and services that affluent consumers everywhere are buying.

Between the images of poverty and those of ill-gotten excess we're so familiar with, there are millions of people in good jobs, running their own businesses, with hope, aspirations, and money to spend.

While...

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