Despite Africa’s rich potential, over 80% of its most admired brands are non-African, according to Brand Africa’s research. Yet, local success stories like MTN, Dangote, Ethiopian Airlines, and M-Pesa prove that African brands can thrive globally. Drawing on this evidence, Thebe Ikalafeng argues that it is time for a brand-led ‘Made in Africa’ agenda. He advocates for a “Buy African Act” under the African Union, believing it will bolster African brands’ resilience, competitiveness, and independence. Inspired by the United States’ 1933 Buy American Act, such a policy could fuel African entrepreneurship, strengthen local economies, and reshape Africa’s global narrative. Without it, the African Continental Free Trade Area risks simply boosting non-African brands.
Source: SEMAFOR