As reported by afd.fr/en, Africa is on track to increase its population substantially, of which it is expected that its population by 2050 will increase from today's "… 1 billion to nearly 2.4 billion inhabitants. Most importantly, half of that population will be less than 25 years old." As most everyone knows that is in the business of selling goods, those that are younger, are of far more value to sellers, because of the sheer length of prime time that these potential buyers have to thereby develop long-term brand loyalty; while also taking into consideration the salient fact that as these young consumers mature and their income rises, they will develop their own family, so sales of those goods and services, are subsequently set to go up even further.
The fact of the matter is, that younger people, have not only greater material needs to be met than those that are older or significantly older, but they also have the longevity of life still within them, that makes them therefore of extreme value to marketers of all stripes and colors. Further to the point, as the continent of Africa accumulates more wealth, through the growing of their economies at rates that western nations, in particular, would salivate to ever obtain again; makes those that are born in Africa, especially well sought after by multinationals as the prime market to export goods and services of all sorts.
So then, the battle for the market of Africa is already engaged, and has been engaged since the beginning of the 21st century, of which, those countries and businesses that are investing in Africa today, are doing so, with the foreknowledge that aiding in the development of this continent, will provide them with an incredible market to export their goods and services to, not only now, but significantly even better in the near future. The fact of the matter is, that while mature markets have their place, those that are in the business of profit and growth are forever looking for opportunity to sell their wares in which the pie of that country or continent is growing and thereby is not stagnant or contracting, and no other continent has a better upside than Africa, so Africa is definitely the place to be.
Unfortunately, for western nations, when it comes to Africa, they have for whatever reasons, been asleep at the wheel, and have made perhaps a fatal error, by ceding what could have been theirs, to China. Further compounding the dilemma for those western nations, is that China is the perfect country to match up with Africa, because unlike western nations, that have foregone the manufacturing of domestic goods, China has not; which is absolutely vital to China for they are dependent upon the continuing rise of exporting goods throughout the world, in order to keep their own country's economy humming, of which, they have been exceedingly successful in doing exactly that.
Africa is a developing continent, with great natural resources, and with a young population, which is eager to emulate and to have the material success of western nations, of which multinationals and even nations will rise or fall, depending upon their success within Africa, forthwith.