I am Africa!

How do you support Brand Africa in your work and daily life?

As countries and regions around the world are beginning to push nationalist believes and look inwardly, it is time for us Africans to also look inwardly and lean on each other.

The Boston Consulting Group (BCG) released a report in April 2018, on 150 companies that are integrating Africa and impacting our region. Excitingly, half of these companies are African and represent the Northern, Southern, Eastern and Western parts of the continent.

BCG argues in this report that in order to integrate Africa there are four things we need to do which is already happening on the continent

1) Africa invest in Africa

Let’s look at the numbers; comparing that from 2006-2007 and that from 2015-2016

The investment in African countries by African companies tripled from $4billion to $10billion. This investment comes in the form constructing/acquiring manufacturing facilities and infrastructure. For example, between 2014 and 2015, Dangote Group established cement factories in 6 African countries (excluding its home country, Nigeria)

2) Africa acquire Africa

Let’s look at the numbers; comparing that from 2006-2007 and that from 2015-2016

Mergers and Acquisitions within Africa have increased from 238 a year to 418 a year. The amount of deals however between African companies is much lower but nevertheless, has increased from 44 to 54

3) Africa trade with Africa

Let’s look at the numbers; comparing that from 2006-2007 and that from 2015-2016

Exportation from an African country to another African country has increased from $41 billion to $65 billion

4) Africans travel within Africa

Let’s look at the numbers; comparing that from 2006-2007 and that from 2015-2016

The number of Africans tourist travelling within Africa has increased from 19 million people to 30 million people. In 2015-2016, Africans made up more than half the number of tourists travelling within Africa.

So how do we keep up and increase this momentum? We need to support Brand Africa more.

At work we choose to work and subcontract to African companies or countries, we choose to invest in African companies, we choose to develop our youth and work force, we choose to consume products from our continent, and we choose countries within our continent as our vacation destinations.

We breathe, eat, drink, and be BRAND AFRICA.

 

To read more on the BCG report visit: http://image-src.bcg.com/Images/BCG-African-Consumer-Sentiment-CCCI-2016-June-2016_tcm58-60518.pdf

Work Cited

Dupoux, Patrick, et al. ‘Pioneering One Africa: The Companies Blazing a Trail Across the Continent’. The Boston Consulting Group. Retrieved on June 22nd 2018 from https://www.bcg.com/publications/2018/pioneering-one-africa-companies-blazing-trail-across-continent.aspx