COVER STORY
The African Lions:
Demystifying The
African Middle Class
By Aggrey Oriwo
“To some pure sociologist it is a blatant
travesty for Market Researchers to try and
define a middle class vis-à-vis the overall
poverty in Africa. Such studies have been
dismissed as inappropriate and superficial
driven by marketers to induce consumerism in
Africa.”
50 MAL21/17 ISSUE
“The image of a very comfortable lifestyle of
abundance and wanton consumerism has been
associated with the middle class. Our survey
found this belief to be wrong. The middle class
in Africa struggles and only a segment of them
enjoy a life of abundance.”