Opportunity In Africa: Growth Potential Abounds—With The Right Strategy

Forbes

03-06-2025

As Africa reshapes the global workforce and consumer landscape, companies must navigate an ecosystem dominated by small and informal businesses, early-stage talent, and less standardized regulatory systems.
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On paper, Africa presents a compelling case for investment. With its rapidly expanding population, abundant natural resources, and rising digital connectivity, the continent is increasingly recognized as a high-potential growth market for sectors such as consumer goods, financial services, and high-tech.
Adding to this momentum, the Trump administration has announced plans to host a summit for African leaders later this year, according to recent reports. The goal: to reframe the U.S.–Africa relationship with a focus on 'trade, not aid.' The summit is expected to prioritize commerce, migration, and peace—potentially opening new pathways for American companies to engage with the continent.
However, Africa's promise comes with a caveat.
According to the World Economic Forum, businesses cannot simply transplant a proven model from the West and expect it to thrive in Africa's multifaceted economic landscape. Each African market has unique dynamics—varying by language, currency, regulatory environment, and consumer behavior—making a one-size-fits-all approach ineffective.
With Africa projected to host 25% of the world's population by 2050, a tailored business strategy is essential to unlocking the region's full potential.
As Africa reshapes the global workforce and consumer landscape, companies must navigate an ecosystem dominated by small and informal businesses, early-stage talent, and less standardized regulatory systems. For investors and entrepreneurs, understanding these nuances is not optional—it's vital.
'Avoiding investment in Africa could be a journey to extinction,' says Joel Popoola, a partner at Anchora Advisory, a consultancy specializing in new market entry and corporate diplomacy. 'For many business leaders, investing in Africa is no longer a choice. Most mature markets are saturated. Africa offers the next frontier of meaningful growth.'
Popoola emphasizes that while Africa has the resources, workforce, and untapped potential the global economy needs, underdeveloped intermediary systems and fragmented regulations remain barriers to entry. The African Continental Free Trade Area (AfCFTA), however, is a game changer. By creating a single market for goods and services across 54 countries, AfCFTA improves the ease of doing business and increases cross-border opportunities.
Still, navigating this evolving landscape requires more than interest—it demands insight, local understanding, and diplomatic agility.
That's where Anchora Advisory steps in. The firm offers end-to-end services to help global companies enter and succeed in African markets by bridging the gap between strategy and execution.
'Any business looking to tap into Africa's explosive growth must understand that the people, processes, and technologies within their four walls have limitations,' says Popoola. 'It takes the right local partners and a steady hand to deliver relevant products and services to the right people at the right time.'
Anchora's approach is rooted in corporate diplomacy—a growing discipline also recognized by the U.S. government as a foreign policy priority, according to a recent Forbes article. By fostering cooperation between businesses, governments, and local stakeholders, corporate diplomacy helps companies navigate complex environments while creating shared value.
'Through our multinational expertise, we help companies grow while contributing to economic development in the regions where they operate,' Popoola adds. 'That's what doing business the right way in emerging markets looks like.'
This includes investing in flexible, cloud-based technologies like SAP that bring data and AI together to deliver exceptional business value and help your business stay ready for what's next.
'We're very focused on internationalization and helping our clients grow beyond borders,' says Joe C. Lopez, Managing Partner at Anchora Advisory, during a recent podcast, Helping Businesses Scale in a Rapidly Evolving Marketplace. 'There's a wealth of insight and innovation we can deliver to U.S. companies from abroad—and vice versa.'
As Africa's economies accelerate, companies that act now—and act smartly—stand to gain a competitive edge. With the right strategy, support, and sensitivity to local realities, Africa's vast opportunity is within reach.