A dynamic new “consumer class” emerging from Africa is attracting international attention. With the prospect of rising incomes and a young population, international consulting firms see the continent as the next frontier for consumer goods. Global entrepreneurs even warn of the increasing savviness of African buyers.
But the influence of African consumers on global markets is far from a new thing. In the 1800s, the continent’s consumer demand called the tune for European factories.
We’re a team of economic and social historians, anthropologists, and African studies specialists. Our research project investigates the roots of these dynamics.
