The YOUTH andBRAND Africa

The YOUTH andBRAND 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

MoreCONNECTED

 

Flickr: intransit

38% live in cities

 

Flickr: AdamCohn

Growing MIDDLE CLASS

World still has LIMITED

VIEWof Africa

Africa needs a BETTER BRAND

 

vs

HUMAN CAPITAL is important for economic and social growth

Second BIGGESTyouth population by 2050

Source: UN Population Division, World Population Prospects: The 2008 Revision, (2009).

15-24 yr olds = 20% of population

TODAY

60% of population is under 25 yr. old

15-24 yr olds = 20% of population

TODAY

Youth HELPED CHANGE South Africa

1976 Soweto Youth uprising startedin 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 perspectivehas CHANGED

Increasing EDUCATION rates

Flickr: US Army Africa

Brandand

productAWARE

Flickr: Irene2005

Rural / Urban / Overseas TRAVEL

Flickr: ditzy`girl_

Born DIGITAL and CONNECTED

Flickr: frerieke

Growing with GLOBAL MEDIA

Flickr: kigaliwire

Youth are alreadyCHANGING 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 AbroadFlickr: oneVillage Initiative_

WHAT are they doingwith the tools?

CREATING media content

Flickr: taquiman

EDUCATING themselves

Starting BUSINESSES

SHARING locally and globally

Flickr: whiteafrican

How can youth continue toAFFECT 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