The youth and branding Africa
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The youth and branding Africa The youth and branding Africa Presentation Transcript

  • The YOUTH and BRAND Africa G. Kofi Annan | twitter: @GKofiAnnan | Annansi Chronicles: http://www.annansi.com/blog
  • Africa is DIVERSE
  • A lot needs to CHANGE Flickr: jo fleet
  • But a lot HAS changed
  • More CONNECTED   Flickr: intransit
  • 38% live in cities   Flickr: AdamCohn
  • Growing MIDDLE CLASS
  • World still has LIMITED VIEW of Africa
  • Africa needs a BETTER BRAND   vs
  • HUMAN CAPITAL is important for economic and social growth
  • Second BIGGEST youth population by 2050 Source: UN Population Division, World Population Prospects: The 2008 Revision , (2009).
  • 15-24 yr olds = 20% of population TODAY
  • 15-24 yr olds = 20% of population 60% of population is under 25 yr. old TODAY
  • Youth HELPED CHANGE South Africa 1976 Soweto Youth uprising started in secondary schools
  • BARRIERS to youth involvement
    • General education
    • Unemployment
    • No entry point to decision-making processes
    • Governments operate with a high degree of secrecy
    • Organizations prefer to deal with established bodies
    • Youth stigmatized as combatants, refugees etc.
    • Africans place high premium on respect for elders
  • Youth’s perspective has CHANGED
  • Increasing EDUCATION rates Flickr: US Army Africa
  • Brand and product AWARE Flickr: Irene2005
  • Rural / Urban / Overseas TRAVEL Flickr: ditzy`girl_
  • Born DIGITAL and CONNECTED Flickr: frerieke
  • Growing with GLOBAL MEDIA Flickr: kigaliwire
  • Youth are already CHANGING AFRICA and its BRAND
  • 2000/2007 Senegal elections 2000/2007 Senegal Elections Flickr: cfarivar; Nomadic Wax
  • Using informal TOOLS to CONNECT and INFLUENCE on Continent and Abroad Flickr: oneVillage Initiative_
    • WHAT are they doing
    • with the tools?
    • CREATING
    • media content
    Flickr: taquiman
    • EDUCATING themselves
    • Starting BUSINESSES
    • SHARING locally and globally
    Flickr: whiteafrican
  • How can youth continue to AFFECT the Africa Brand?
    • Shape belief systems
    • Raise quality standards
    • Build infrastructure
    • Increase intellectual capital
    • Build progressive businesses
    • Tell African stories
    In-country Abroad
    • Act as ambassadors
    • Influence pro-African policy
    • Become media stories
    • Build connective businesses
    • Raise quality standards
    • Boost GDP
    • Increase intellectual capital
  • THOUGHTS? @GKofiAnnan G. KOFI ANNAN