socialism and philanthropy around the family circles . Our study confirms some aspects of the individualism that characterizes the middle class in the west but this tempered with a generous dose of filial attachment .
Women in Africa still significantly earn less than men in most work places . In entrepreneurial circles , it will take the woman double the effort to achieve the average success of a man . Our study identified this phenomenon and analysed it further , our conclusion was that amongst the middle class the women are empowered but 55 % of African men in the workplace are likely to earn more than their female colleagues .
Marketing segmentation seeks homogeneity as a favourable characteristic of a segment . This makes it easy to access and craft a strategy to target the group . It follows that the reader would envisage an integrated world with broad overlaps and similarity in aspects of culture . This has created some semblance of homogeneity across the region . We can safely say that they love international brands and will pay premium to buy the brand .
They are also aware of the limitations of their disposable income . The Chinese mobile phone manufacturers realized this unique feature of our middle class . They came up with brands like Tecno , Oppo and Infinix which are predominantly middle-class phones in Africa . Pricing and functionality are the headline of such choices but the affinity to these affordable
In the previous discourses some fallacious beliefs have been cited to describe the middle class . It has been severally asserted in previous discussions that the middle class has some good incomes . Our study affirms that the current middle class might not necessarily have very good incomes but they must have a good disposable income . me-too brands is almost homogenous across the middle class we found in our area of study .
We set out to find if Africa really has a middle class and we can conclude that yes we have a middle class . However , the current biases and myths about the middle class make it impossible to have a universal definition of the middle class . We classified our middle class into 3 categories as described in the chart below . For a very long time we have we have excluded the vulnerable and the accomplished and have wrongfully limited the middle class to the comfortable .
The Middle Class Description
Proportion
Vulnerable |
43 % |
Accomplished |
2 % |
Comfortable |
25 % |
Total 100 %
Source : Ipsos Africa Lions Survey 2017
The Vulnerable
This group has been described as the most vulnerable . They live in debts and are financially unstable . They live in average quarters and don ’ t show conceivable opulence . But it is important to note that this segment is still able to spend on family and support others . They spend much money whether they live in the slums of Kibera in Kenya , Agege in Lagos , Jangwani in Dar es Salaam or George compound in Lusaka .
The Accomplished
They are well educated and almost all of them have tertiary education . They have disposable income for clothing and food . They can afford to pay for emergencies unlike the previous group . Financially they are more stable than most those on the previous group . They are most likely employed or running stable businesses . They rarely save money .
The Comfortable
The comfortable are the poster image of the middle class . They are the smallest amongst the middle class but the most sought-after . Their daily expenditure is about USD20 . They could be living in Ebute- Meta in Lagos , Chudleigh in Lusaka , Kimara in Dar es Salaam or Donna Priso in Douala . They have fewer dependants , and are more likely to spend as they have fewer responsibility but with stable income .
Africa has a middle class and indeed the Lions are on the prowl . But if your view is jaundiced by the western or ivy league definition of the middle class , then the middle class becomes a fleeting minority who dot the capital cities and major commercial cities in Africa . Our study concludes that this quest should go beyond the normal description of middle class . If we look , Africa has viable and vibrant middle class .
Aggrey Oriwo is the Managing Director Ipsos East Africa . This is an abridged version of the key note speech he delivered at the final 2017 Nairobi Marketers ’ Nite Out . You can commune with him on this or related matters via email at : Aggrey . Oriwo @ ipsos . com .