Branding Africa and debunking the myths about its potential
Author(s)/Corporate Author (s)United Nations. Economic Commission for Africa.;
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Africa cannot continue to be marketed as a country, when it is a continent of 54 countries, which, by 2040 will have the largest workforce in the world. The statement was made by the Economic Commission for Africa’s Executive Secretary, Mr. Carlos Lopes at the World Economic Forum on Africa this week during a session aptly titled: Myth Busting; investing in Africa. Mr. Lopes underscored that by 2040, Africa will be more urbanized‚ connected and educated. “It will be a very different picture from what is now,” he said. Discussions underscored that perceptions on risks and uncertainties with respect to investing in Africa have been made to look like reality. “While some issues may be real, there are many advancements that bust perceptions of corruption, lack of growth and lack of capacity, among others.