Who the African Diaspora are
The African Diaspora is a diverse and multifaceted group with a rich cultural heritage. The African Diaspora contributes positively and significantly to the growth of their home countries and the improvement of real per capita income in Africa. This Diaspora, made up of communities of Africans living outside the continent, also presents a vast, dynamic, and often overlooked opportunity for businesses, organizations, and governments.
The Sub-Saharan African Diaspora
• The Sub-Saharan African Diaspora population is highly diverse, with individuals from over 50 countries.
• Remittance flows to Sub-Saharan Africa reached $53 billion in 2022, a 6.1 percent increase from 2021. These remittances were nearly twice the size of FDI flows to Sub-Saharan Africa
By recognizing the unique potential of this audience, proactively engaging them and allocating a portion of marketing and outreach budgets to effectively target and engage them, businesses and governments can unlock a wealth of benefits.
There are multifaceted benefits of engaging with this audience, which extend beyond traditional marketing strategies to unlock economic growth, cultural understanding, and mutual prosperity.
Access an Untapped Market
This audience has significant buying power that offers lower competition and the opportunity to capture a new audience and expand markets.
Highly Educated and Skilled Workforce
The African Diaspora highly educated and skilled workforce that can enrich the workforce with talent and innovation and transfer knowledge and skills to Sub-saharan Africa.
Drive Cultural Exchange and Understanding
Cross-cultural understanding and appreciation can be fostered by promoting collaboration, partnerships, and mutual respect between entities in the USA and Sub-Saharan Africa. Businesses can benefit from diverse perspectives and market insights, while governments can bridge cultural gaps and strengthen international relations.
Strong Brand Affinity
Businesses can build on the deep cultural connection these consumers have with their heritage to create brand trust and long-term relationships.
Leverage Remittances and Investments
Businesses and governments can leverage the large remittances, sent home by the Diaspora each year, to create products and services that facilitate safe and efficient transfer of funds, contributing to economic development in Sub-Saharan Africa.
