Africa’s role in the future global economy will only grow: After all, 60% of the population added to the world in the next 30 years will be living on the continent. Yet a thorough understanding of Africa’s diversity and regional differences in consumer behavior is a prerequisite for businesses eager to tap into Africa’s market potential. The Boston Consulting Group’s African consumer survey provides a useful starting point.
About the Authors
Pedro Marecos, Stefano Niavas, Takeshi Oikawa, and Nomava Zanazo are regional experts with the Boston Consulting Group based in Nairobi, Luanda and Johannesburg.