Stimulating trade
To stimulate intra-African trade, we need to understand the current limitations and opportunities on the continent. There is need to change the narrative about Africa. The narrative needs to be future-forward and reflective of where the continent is headed.
For transformation to truly happen in Africa, we need the buy-in and support of all stakeholders, not just government and policymakers.
Private sector needs to be open to the conversation of doing more and more business on the continent and explore local partnerships to an exponentially larger extent.
However, for this to work, stakeholders and decision-makers need to be committed to tangibly improving trade and development in Africa in terms of raising the bar when it comes to excellence, service delivery, infrastructure, ethical business practice, policies and other related factors.
According to a 2021 white paper released by the World Economic Forum (in collaboration with Deloitte), the current insufficient and inert interlinkages between African economies have exacerbated the impact of the COVID-19 pandemic on the continent’s supply chains.
The report states that “the continent can do little to counter the global forces inclining towards deglobalization, but it can itself embrace a self-supportive regionalism through enhanced intra-African trade, not to mention promoting Africa as an enhanced destination for investment from multinationals”.
Communication is key
In order to successfully boost intra-African economic trade, we need to put in a lot of work to improve trade, development and business systems that promote trade across the continent.
Most importantly, we also have to communicate effectively in order to get the message across and really change the narrative. To achieve this, we need more open channels of communication and dialogue regarding connecting African businesses and organisations to each other. Platforms such as webinars, round-table discussions, cross-border trade shows such as the upcoming 2021 Intra-African Trade Fair in Durban, South Africa this November, and networking events are effective ways to stimulate interaction that leads to collaboration.
In fact, we all as players within the African economic eco-systems need to be “ambassadors” when it comes to brand building for the continent. Such an approach will benefit businesses, countries, and Africa as a whole – and this “bigger picture” vision is what will move the continent forward in a very intentional and tangible manner.
This communication process should be a productive cycle – make positive changes, communicate about these changes, this then leads to more positive shifts in perceptions, which comes back again to more positive changes.
The bottom line is that, as Africans, we need to take more responsibility for how we see each other, and how others see us. Let us all rise to the challenge, using the AfCFTA as a springboard to stimulate business relations with our African counterparts. Africa’s time is now, so let’s make it happen – together.
Ms. Matsena is the founder and CEO of 1Africa Consulting, a South African-based strategic communications and business solutions agency.
