The Next Africa: An Emerging Continent Becomes a Global Powerhouse
Jake Bright, Aubrey Hruby
The Next Africa, an Axiom Best Business Book Award winner, will change the way people think about the continent. The old narrative of an Africa disconnected from the global economy, depicted by conflict or corruption, and heavily dependent on outside donors is fading. A wave of transformation driven by business, modernization, and a new cadre of remarkably talented Africans is thrusting the continent from the world's margins to the global mainstream.
In the coming decades the magnitude of Africa's markets and rising influence of its people will intersect with other key trends to shape a new era, one in which Africa's progress finally overshadows its challenges, transforming an emerging continent into a global powerhouse. The Next Africa captures this story.
Authors Jake Bright and Aubrey Hruby pair their collective decades of Africa experience with several years of direct research and interviews. Packed with profiles; personal stories, research and analysis, The Next Africa is a paradigm-shifting guide to the events, trends, and people reshaping Africa's relationship to the world.
Bright and Hruby detail the cross-cutting trends prompting Silicon Valley venture capital funds and firms like GE, IBM, and Proctor & Gamble to make major investments in African economies, while describing how Africans are stimulating Milan runways, Hollywood studios, and London pop charts.
The Next Africa introduces readers to the continent's burgeoning technology movement, rising entrepreneurs, groundbreaking philanthropists, and cultural innovators making an impact in music, fashion, and film. Bright and Hruby also connect Africa's transformation to its contemporary immigrant diaspora, illustrating how this increasingly affluent group will serve as the thread that pulls the continent's success together.
Finally, The Next Africa suggests a fresh framework for global citizens, public policy-makers, and CEOs to approach Africa. It will no longer be "The Hopeless Continent", nor will it become an overnight utopia. Bright and Hruby offer a more nuanced, net-sum, and data-rich approach to analyzing an increasingly complex continent, reconciling its continued challenges with rapid progress.
The Next Africa describes a future of a more globally-connected Africa where its leaders and citizens wield significant economic, cultural, and political power--a future in which Americans will be more likely to own African stocks, work for companies doing business in Africa, buy African hits from iTunes, see Nigerian actors win Oscars, and learn new African names connected to tech moguls and billionaires.
rights reserved. For information, address St. Martin’s Press, 175 Fifth Avenue, New York, N.Y. 10010. www.thomasdunnebooks.com www.stmartins.com Grateful acknowledgment is made for permission to reprint the following: Figure 1.2: “Africa’s Impressive Growth” chart courtesy of The Economist. Copyright � 2011 The Economist Newspaper Limited. Figure 1.3: political map of Africa � Bardocz Peter/Shutterstock All other charts copyright � 2015 by Jake Bright and Aubrey Hruby Cover design by Rowen
in Nairobi, the biggest wholesale market in East Africa. There the clothes are sorted and then sold on to smaller wholesalers and distributors before reaching the final customer in a village market or city street. SSA’s historical lack of local manufacturing of basic products has created large opportunities for traders, and increased availability of air travel is expanding options for a growing number of entrepreneurs. While the traditional business elite—such as bankers or telecoms execs—fly
available jobs, millions turn to irregular and informal sector work—hustling for piecework, short-term contracts, and seasonal work for what is commonly referred to as “small, small money.” Despite some progress made in poverty reduction, more than 10 million people live in South Africa below what is known as the food poverty line, facing a daily struggle with hunger and access to adequate nutrition—and those who are hungry are well aware of those who are not. South Africa has maintained a high
entities independent of the personality in charge. We have had natural experiments that demonstrate just how much institutions matter. One has to look no farther than North and South Korea or the historical division between East and West Germany or the success that comes to many immigrants when they leave one bad-institution country to work in another with better ones. Nobel Prize–winning research by Douglass North, along with the insights of Niall Ferguson at Harvard, and fieldwork by Hernando
technology. When they come here they are empowered and excited.… But in our line of work we also have to be realistic and tell them it’s not just about creating an app and thinking you’ll make millions down the line. There is a lot of buzz, but we recognize we need to play a much bigger role in the country’s tech ecosystem beyond the four walls of our incubator.” Lindunda still sees plenty that is positive in the long-term influence and innovation spaces on young people in Africa. “Coming from a