Re-emergence of the middle class in Africa

Looking at the number of new models of cars on the roads, fancy restaurants and dizzy night life African cities are announcing the arrival of a new middle class that is joining their global counterparts in maintaining a consumption pattern, which is typical of up and coming ’yuppies’.

This is happening despite the global economic meltdown. Thanks to massive demand for the continent’s primary export products, especially natural minerals. In addition, there have been significant foreign investments in profitable sectors such as telecommunication, banking, brewing and tourism. Many professionals and well educated individuals have benefited more from these initiatives. A substantial return of those in the diaspora accustomed to the good things of life, is also fueling infrastructure upgrade and improvement in basic services housing,healthcare and education catering for the needs of this group.

The hierarchy of needs theory of humanist psychologist , Abraham Maslow could be said to be applicable here as it is valid for society as for individuals. As their basic needs for food, shelter and safety are met, higher needs such as belonging, achievement, and self actualization arise.

This needs replacement has on its own started to further drive new areas of economic expansion as the emerging middle class has clearly identified with the global lifestyle of their peers elsewhere.

Nonetheless, there is also a level of cultural nationalization where a critical sense of self awareness exists among this group in Africa. They are not only fully attuned to their traditional ways in terms of food, music and morals, but they are selectively incorporating modernity.

Unlike the educated class comprising teachers, doctors, lawyers and administrators that took over from the colonial masters at independence 50 years ago, this present group seems to be aware of the need not to waste opportunities that have been presented to them.

If this happens, then this generation of the middle class, could be the one that would fix Africa. But this role cannot be entrusted on those who have one leg in profiting from the emerging economic opportunities; and one leg out leaving the continent as soon as there are impending challenges that need to be resolved.

Cart

No products in the cart.

×

Hello!

How can we assist? Please click below to Chat with us .

× How can we help you?