IT IS A MISTAKE TO THINK OF AFRICA’S YOUTH AS MERE FUTURE CONSUMERS —By Josiane Dongmo
Many business owners only look at Africa’s youth as future consumers and that’s a huge mistake. Let me explain.
A few days ago, I posted a video of a young Cameroonian who launched his first experimental rocket (8kg).
Someone reached out and said, “Why celebrate that? It’s not impressive.”
He wasn’t trying to be dismissive —he grew up in Africa, probably studied in elite schools, and likely saw far more advanced tech.
But here’s where many miss the point
Africa is not a monolith. With 54 countries, countless ethnic groups, and deep social and economic diversity, what is ordinary in one part of the continent might be revolutionary in another. While some kids have access to tech labs and global mentorship, others innovate from the ground up with no equipment, no teachers, and no formal training.
So no, this isn’t about showing off.
It’s about recognizing potential where it’s least expected and shining light on brilliance that exists beyond the spotlight.
Elite schools in big cities across Africa offer fantastic opportunities-but let’s not forget the other side. Kids building planes from recycled parts, coding with outdated computers, crafting robots from scrap metal… and still competing with global standards. That’s not just impressive-it’s inspiring.
Many business owners look at Africa’s youth and all see are future consumers. But we should see builders, innovators, solution-makers. With just a little more support from the private sector, the government, the diaspora-these young minds can change the world.
This is a message to:
- Investors — These kids are future unicorns, not just charity cases.
- The Diaspora — Come back and build with them. They’re ready.
- The Dreamers on the ground — Don’t stop. We see you. We salute you.
Let’s move beyond romanticizing the future of Africa.
Let’s invest, mentor, partner, and empower the future of Africa.
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Culled from the linkedin page of Josiane Dongmo.
Josiane Dongmo is a project manager and an African voice of social reckoning. She helps organizations build sustainable businesses across Central and West Africa.
