Afropolitans: The face of a modernising Africa

culled from: http://blog.euromonitor.com/2010/07/afropolitans-the-face-of-a-modernising-africa.html Published: 9th July 2010 The Face of Modern Africa Africa has historically had a very small middle class base, mainly comprised of government workers. Today there is a growing upwardly mobile class that is also associated with the private sector, both globalised and localised in their aspirations and anxieties, proud of being African and ready to bring a new image of the continent to the world. As a direct witness, Kenyan retail chain Nakumatt keeps expanding with Malls in Uganda, Tanzania and Rwanda. "It's psychological - people want upward movement," said Thiagarajan Ramamurthy, Nakumatt's operations director. "The appetite is increasing - the 14-inch TV became a 21-inch. The 21 became a 29 and the 29 became plasma. It's an aspiration." Key trends * Mobility is key; * Creative soul and trendsetters; * An expanding film industry. Commercial...