Day 1 at Africa House: Where Africa Reclaims the Future
At Africa House in Davos 2025, the narrative surrounding Africa is being radically rewritten. No longer just a recipient of aid or investment, Africa is emerging as a dynamic force, shaping global markets and culture. The event spotlighted Africa’s creative economy as a movement, not merely a market, urging the world to recognize the continent’s power in creating culture, ideas, and products. In a series of powerful panels, Africa’s leaders challenged outdated perceptions—reframing the narrative around risk and emphasizing Africa’s resilience, opportunity, and untapped potential.
From the financial sector’s mispricing of Africa’s risk to the power of its diaspora in fueling growth, the message was clear: Africa must own its story. With a new generation driving innovation, Africa is poised to lead, not just participate, in shaping the future. Africa House is a launchpad for this transformation, where bold conversations and visionary action are paving the way for a new chapter in global leadership.
Rewriting Africa’s Future: Day 1 at Africa House Davos 2025
In the heart of the snow-covered Swiss Alps, the world’s most influential minds are gathered at the World Economic Forum (WEF) in Davos, Switzerland. For decades, these leaders have shaped the global economy, addressing crises, setting policy agendas, and forging partnerships that move the world forward. Yet, in the shadow of global challenges—economic inequality, climate change, technological disruption—Africa’s voice has often been drowned out. This year, however, at the Africa House event in Davos, a different narrative is taking shape.
At the intersection of innovation, education, and the global workforce, Africa House has curated a space where bold conversations are happening. These discussions are not about the Africa of yesterday—defined by scarcity, conflict, and dependency—but about the Africa of tomorrow, a continent leading global change through innovation, education, and a powerful new narrative.
The first day of the Africa House forum was a powerful reminder that the continent is no longer just a passive recipient of foreign aid or investment. It is a dynamic force, pushing its own story forward, changing how the world sees it, and reshaping global markets and cultural landscapes. The discussions surrounding Africa’s creative economy, the shifting narratives around risk, and the immense potential of the African diaspora were proof of this transformation.
Rebranding Africa’s Creative Economy: A Call to Action for CMOs
It was a chilly morning in Davos as the first panel kicked off with a call to arms for the global marketing community: rebrand Africa. Africa’s creative economy is more than just a market; it’s a movement that has the potential to change the very fabric of global culture. Yet, for too long, the continent has been sidelined in conversations about global influence and economic power. With global youth shaping the future of culture and technology, the time has come for Africa to take its seat at the head of the table.
The panel, moderated by Coralie Lolliot, featured Gina Din Kariuki and Thebe Ikalafeng, two powerful voices in Africa’s branding and communications landscape. They spoke with urgency and passion about the need for a shift in both the narrative and the approach to Africa’s potential. “Africa is not just a consumer market,” said Thebe, “we are creators—of culture, of ideas, of products. The world consumes what we create, but how often do we create for ourselves?”
In a compelling discussion, both Gina and Thebe made the case that Africa’s true power lies not in its natural resources but in its cultural and creative capital. Gina, drawing from her deep experience in strategic communications, emphasized the importance of building authentic narratives. “Governments need strategies to engage people not just during elections but throughout their entire term,” she said. “Africa’s creative economy isn’t just a youth program. It’s the future.”
This was a crucial moment, as it underlined the role that marketing and communications could play in transforming not just the global perception of Africa but also its role in global economic conversations. The world’s CMOs were being called to action—to embrace Africa’s narrative and amplify its creative voices.
Reframing Africa Risk: Myths, Misunderstandings, and Momentum
Later in the day, the conversation took a turn towards the financial markets, as Mamadou Kwidjim Touré moderated a panel about Africa’s so-called “risk premium.” It’s a familiar story: Africa is often viewed through a lens of danger, uncertainty, and corruption. This narrative is not only outdated, but it’s also a barrier to growth. “Africa loses $4.2 billion annually due to this false risk premium,” Mamadou said, cutting to the heart of the issue. “The world still sees Africa as a problem to be managed, not a partner to engage with.”
Ndidi Okonkwo Nwuneli, CEO of the ONE Campaign, spoke candidly about the high costs of this skewed narrative. “Africa pays 500% more than the global average in debt costs because the data simply doesn’t exist to accurately price our risk,” she noted. “This is a systematic issue that goes beyond just financial markets; it’s about changing the way the world views Africa.”
Ndidi’s message was clear: Africa is not a continent of failure or dependency; it is a land of resilience and opportunity. The panel also emphasized the need for Africans to own their stories, telling the world not just about the challenges but about the incredible successes that are happening every day across the continent.
Moky Makura, Executive Director of Africa No Filter, reinforced the need for this narrative change. “We must shift the conversation,” she said. “We must tell our own stories. The cost of the media’s bias is staggering. We are not just victims; we are agents of change.” Moky’s comment echoed the sentiments of the earlier panel: Africa must step forward, assert its narrative, and challenge the world’s assumptions.
This is especially important in a global environment where investors and leaders are seeking sustainable and ethical opportunities. The more Africa can reshape the narrative, the easier it will be for global markets to recognize its true potential.
Harnessing the Power of Africa’s Diaspora: A Key to Growth
Africa’s diaspora is one of its greatest untapped resources. From Silicon Valley to London, Africans have risen to the highest echelons of global business, finance, and culture. But for too long, Africa has been disconnected from this talent. That was the subject of the next panel, where the conversation turned to the need to harness the power of Africa’s global community.
Lejone Mpotjoana, Lesotho’s Minister of Foreign Affairs, struck a chord with his call to action: “We must create the structures that allow the diaspora to invest meaningfully in their own continent,” he said. “Africa has fertile land for agriculture, but we are importing $50 billion worth of food annually. Our resources are leaving the continent, only to come back as expensive finished products. The diaspora must help change that.”
Tarisai Garande, Managing Director of Cultiv8 Ventures, echoed this, noting the importance of creating an African business identity. “We need to stop thinking we must become like others,” Tarisai said. “Africa’s way of doing business is just as valid as any other. We need to own our narrative and our methods.”
This panel highlighted the importance of forging stronger connections between the diaspora and the continent. The idea was simple: diaspora investments are vital, but so is the cultural and intellectual exchange that comes from fostering a deeper connection with home. As Lydiah Kemunto Bosire, the session’s moderator, explained: “The diaspora has the power to unlock opportunities that others cannot see. It’s time to bring them back into the fold, to reimagine what Africa’s future can look like.”
The Right Conversations at the Right Time
At this pivotal moment in history, Africa House at Davos was the perfect place for these crucial conversations to unfold. In a world facing unprecedented challenges—from the digital revolution to climate change—Africa is poised not to be a passive player but an active architect of the future. The continent’s youth, its creatives, its entrepreneurs, and its diaspora have the potential to drive the kind of transformative change that the world desperately needs.
For too long, Africa’s conversations at Davos have been about aid, poverty, and crisis. This year, at Africa House, the conversation has shifted. Here, the future of Africa is being built—by Africans, for the world.
Africa House is not just an event. It is the beginning of a new story. A story where Africa takes its rightful place as a leader in the global economy and a shaper of the future. As the world grapples with the challenges of the 21st century, Africa House is laying the foundation for a new era—an era where Africa leads.
Written by Eugene Theodore
CXO, Saga Squared
PANEL
SUMMARIES
BELOW
CMO Special: Rebranding Africa’s Creative Economy
Imagine a tapestry, vibrant with bold patterns and rich hues, yet left folded in a dark corner—unseen, unappreciated. Africa’s creative economy is that tapestry: a wellspring of cultural brilliance and untapped potential waiting to unfurl on the global stage. The morning’s panel, led by Coralie Lolliot, with insights from Gina Din Kariuki and Thebe Ikalafeng, called on marketers to shine a light on this powerhouse, urging them to amplify African voices and rewrite the continent’s narrative.
Gina, whose agency has set benchmarks for African communications, drove home the need for systemic change. “You cannot just focus on the vote; focus on the voter. Governments need strategies to engage their people between elections, and that includes elevating creativity.” She called for dedicated government ministries for the creative economy, urging leaders to stop relegating it to youth programs. “This isn’t just about jobs; it’s about self-worth. We need to do the inner work—to eat our food, to claim our heritage, and stop being embarrassed about being African.”
Thebe’s message echoed with urgency: “Africa produces what it doesn’t consume, and consumes what it doesn’t produce. We’re late to our own party!” He warned against losing cultural identity, lamenting how tastes and traditions have been overwritten by global influences. “Why call yourself Jean-Pierre when your name carries history and meaning? Let’s stop making it easy for others to erase us.”
Takeaway: Africa’s creative economy is more than a sector; it’s a movement. With marketers as catalysts, Africa can reimagine itself as a cultural and economic leader, telling its stories on its terms.
Reframing Africa Risk: Myth vs. Reality
“The lion’s story will always glorify the hunter until the lion learns to write.” This African proverb set the tone for a session that tackled one of the continent’s biggest challenges: the “risk premium” narrative, which costs $4.2 billion annually and paints Africa as a dangerous investment. Moderated by Mamadou Kwidjim Touré, the panel debunked myths and called for rewriting the continent’s story.
Mamadou reminded attendees of the infamous 2002 Economist cover, “The Hopeless Continent,” which ignited anger and action across the diaspora. “Africa will soon account for seven in ten births globally. It’s a continent of opportunity, but what you call corruption here is lobbying in Washington. It’s all perception.” He urged a shift toward long-term vision, much like the BRICs approach, which values potential over present risks.
Ndidi Okonkwo Nwuneli shattered misconceptions with hard facts. “We pay 500% more in debt costs because credit agencies don’t have enough data. If priced correctly, Africa would pay $73 billion less. Let’s stop talking about debt alleviation and start talking about wealth creation!”
Moky Makura drove the point home: “We can’t change a century-old narrative overnight, but we can start by putting a number to the cost of this bias—$4.2 billion. That’s the price of ignorance, and it could educate 12 million African children.” She urged Africans to share their successes. “We know Bill Gates and Mark Zuckerberg. Where are our stories? We’re too shy to showcase what we’ve built.”
Takeaway: Africa’s future depends on rewriting its narrative—one that’s backed by data, shared relentlessly by Africans themselves, and calibrated to reflect its true potential. As Moky put it, “The world can’t be understood without numbers, but it can’t be understood with numbers alone.”
Global African Diaspora: Talent, Trade, and Innovation
Picture a vast tree whose roots stretch across continents, drawing strength from different soils. Its branches bear fruit that nourishes lands far and wide, yet its deepest connection remains to the earth that first nurtured it. This tree is Africa’s diaspora—scattered yet connected, a powerhouse of talent, trade, and innovation that has the potential to shape the continent’s future.
Moderated by Lydiah Kemunto Bosire, the panel highlighted the untapped power of this global network. Lesotho’s Minister of Foreign Affairs, Lejone Mpotjoana, painted a vivid picture of Africa’s paradox: “We have fertile land, but import $50 billion of food annually. We export raw materials only to buy them back as costly finished products. To change this, we need an institutional framework to channel diaspora funds into local value creation.”
Queen Iminah Laura Ahmad emphasized reconnecting with cultural roots. “African countries must create pathways for diasporans to rediscover their heritage. Our youth must see the beauty of their identity and stop chasing validation abroad.”
Vanessa Roux tackled the challenge of communication. “The diaspora operates differently than Africans on the continent. To bridge this gap, we need conversations between countries—and within the diaspora itself.”
Moderator Lydiah Bosire brought it home with an example of the diaspora’s untapped influence. “When Kenyan investors in New York hesitated to visit Nigeria, they were reassured that the head of Nigeria’s banking sector was an ex-Goldman Sachs executive. That is the power of the diaspora—to open doors and foster trust.”
Takeaway: The diaspora is Africa’s 6th region, but unlocking its potential requires more than nostalgia. By fostering identity, creating investment frameworks, and bridging cultural gaps, Africa can transform its diaspora into a cornerstone of its future prosperity.
The 50 by 35 FutureForce Initiative: Africa as the Global Innovation Workforce
Imagine a bridge being built—not with steel and stone, but with skills, dreams, and determination. On one side stands Africa’s booming youth population, on the other, a world desperate for talent. This session explored how Africa can transform its demographic advantage into a global powerhouse of innovation, turning its youth into the architects of a brighter future.
Moderated by Lydiah Kemunto Bosire, the panel opened with Delphine Kis of WorldQuant University, who highlighted education’s transformative potential. “We’ve seen 70% growth in African enrollment on our platform in the last year alone. But education must be contextual. Harvard teaches you the Harvard way. Africa needs to teach its own way, within its own context.”
Sheikh Kamara of ServiceNow Africa focused on creating pipelines directly to employment. “We need curriculums that ensure students graduate with a job. India did this with its H1B visa model, training millions for export. Africa can train its youth for both local impact and global influence.”
Peter Drobac, head of Crucible, called for mindset shifts. “We cling to the idea that wealth must precede education. That’s wrong. We need qualitative system changes—power dynamics, mindsets, and world-class schools across the continent.”
Hugh Brady, President of Imperial College London, offered a bold vision. “What if African students graduated not just with degrees but business plans? In 20 years, the continent would look completely different.”
Takeaway: Africa’s youth are its greatest untapped resource, poised to fill the global talent gap. By building educational ecosystems that are contextual, entrepreneurial, and results-driven, the 50 by 35 FutureForce Initiative can turn Africa’s demographic dividend into a global innovation workforce.