Signals

Africa – Economic wellbeing is now the leading concern for people across sub-Saharan Africa, with nearly a quarter ranking it as their country’s biggest national issue, according to a recent Gallup survey reported by Semafor.

Despite ongoing political instability in the region, including military coups and disputed elections, only 6% of respondents prioritised governance and democratic institutions. Economic pressures far outweigh political fears.

Women in the region report significantly higher levels of anxiety than men and, in several countries, are at least 10 percentage points more likely to cite economic hardship as the primary national challenge.

The findings reflect stark realities: Madagascar and Malawi rank among the world’s 10 poorest countries by GDP per capita, while Nigeria has the largest number of people living in poverty globally. In Nigeria, reforms such as the removal of fuel and electricity subsidies have driven inflation and intensified a cost-of-living crisis. Zambia, which defaulted on sovereign debt in 2020, is also under strain, with more than six in 10 citizens living below the poverty line.

While Africa’s growth is forecast to outpace Asia’s this year, sentiments point to a widening gap between global narratives of optimism and promise and the realities of everyday lived experience.

Our Gen Z: Global Youth Atlas report explores how young people in Nigeria and Kenya perceive the economy and unpacks their lifestyles and behaviours, analysing what this means for businesses seeking to earn their trust and to be relevant.