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Providing for the Youth of Africa

The other day I was listening to the IEC talking about registering voters for SA’s elections next year. The IEC expects to register 42m out of 60m total population. In other words 30% of SA’s population is under the age of 18. As marketers these are key statistics for ecommerce. The median age on the African continent is 19. In India, the world’s most populous country, it is 28. In China and the United States, it is 38. The implications of this “youthquake,” as some call it, are immense yet uncertain, and likely to vary greatly across Africa, a continent of myriad cultures. Businesses are chasing Africa’s tens of millions of new consumers emerging every year, representing untapped markets for cosmetics, organic foods, etc., but also for skilling and education (see above – FEWA). Hilton plans to open 65 new hotels on the continent within 5 years. Africa’s population of millionaires, the fastest growing on earth, is expected to double to 768,000 by 2027, the bank Credit Suisse estimates.

Alastair Tempest

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