Africa 3 Things Multinationals Don’t Understand About Africa’s Middle Class

3 Things Multinationals Don’t Understand About Africa’s Middle Class

The retail scene in Africa has undergone a rapid transformation. A few years ago, many staple Western goods were hard to come by in some markets. Now, branded items — from luxury cosmetics to fast food and fast fashion — are becoming widely available at the glittering new shopping malls scattered around the region’s fast-growing cities.