Winning the East and West African markets in the United States and abroad

We talk about the United Kingdom. We talk about Canada. We talk about Singapore, Sweden, Australia, and Germany. In fact, when it comes to international expansion, there’s a buzz in just about every corner of the globe, but we rarely discuss the exciting progress taking place in several countries that make up the African continent.

Even within the United States, companies looking to expand their target audience don’t often consider the growing African immigrant population right here at home. Traditionally, the entire African continent and the African diaspora have been largely left out of these conversations, but that’s all about to change. It’s high time we bring the youngest (and the oldest) continent, along with its people, into the fold.

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Formidable African Presence in the United States

Between 2010 and 2015, the number of African-born immigrants has more than doubled. 1.7 million Africans now reside throughout the United States1, and nearly 65% of all African-born immigrants hold a bachelor’s degree or higher (greatly outpacing their 31% US-born counterparts).

Not only are African immigrants contributing to the US economy through a growing number of entrepreneurships, but many are filling workforce gaps in highly critical areas2. With an estimated spending power of more than USD 40.3 billion3, the African immigrant population has a lot to offer American businesses looking to expand their reach.

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