If the African middle class continues on its current growth trajectory, it will grow to 1.1 billion (42% of the continent’s population) by 2060.
According to a recent report by Deloitte, entitled The Rise and Rise of the African Middle Class, the continent has a disproportionately young population, with 62% of the population in Africa under 25 years. However, this is seen as a positive by marketers as it effectively means that there is a guaranteed customer base for years to come, when compared to a territory such as Europe, which has a shrinking population.
Source: The Deloitte Report/DHL
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