17 Oct 2015
Because of its long-standing negative image, Africa has been unable to benefit fully from increasing global investments and the advantages that globalization may have to offer.
That image will be the subject of extensive discussions during the Rebranding Africa forum, an event organized in Brussels by Notre Afrik magazine on the theme: “Investing in Africa, undertaking for Africa”.
Nowadays, African and international media, following in the footsteps of The Economist, are inclined to more accurately portray the continent’s remarkable economic achievements. But Africa still has very little control over its own story. For instance, the continent accounts for less than 3 percent of all Google searches. Further, the narrative on Africa’s emergence focuses narrowly on its impressive and continuous economic growth, to the tune of 5 percent per year on average, over the past 15 years.
Changing Africa’s image requires us to go beyond the economic dimension so that at least two additional and fundamental aspects are taken into account: on the one hand, the rising demand from its booming urban middle class, and on the other the continued increase in Africa’s Foreign Direct Investment. These facts should serve to bolster Africa’s reputation as a prime destination for international investors and …