Our marketing footprint – How we see Africa today
Africa remains a land of contrasts and extremes. It bears no comparison to the Africa of ten years ago. The influential West consistently fails to grasp this salient factor. There are now over 100 cities in Africa, each now hosting populations in excess of 1 million people. There undoubtedly remains chronic problems of poverty traps, hunger, unemployment, climate change consequences and food insecurity; alongside these debilitating phenomena, there is an emerging and burgeoning ‘middle class’ with massive purchasing power and with sophisticated tastes and aspirations. It is our intention to design solutions to address previous decades of hitherto apparently insurmountable problems. We will help deliver our commercial entrepreneurism and knowledge management techniques to transform the lives of the disadvantaged, transformation being the key word. Previous well-intentioned strategies delivered change, which is fleeting and reversible, whereas our transformation approach becomes embedded, sustainable, empowering, self-perpetuating and delivers hope instead of despair. It also introduces and champions ‘trade’ not aid.
AFS recognises that we operate in a global society which is often unfair, and where year upon year the rich get richer and the poor get poorer. Citizens, employees and entire communities are inevitably often sacrificed upon ‘the altar of self-interest’ and greed. Africa often typifies this situation. However, in these more enlightened times distinguished and insightful African leaders now recognise that to successfully grow as prospering nations in today’s world, Africa must change.