UK and US Stereotypes Still See Africa as a Place of Animals and Safaris, Study Finds

Africa continues to be seen more as a place of animals and hardship than of people, progress, or potential — and now, a groundbreaking study has the data to prove it.

A new report titled Stereotypes About Africa in Britain and the United States: A Social-Psychological Study of Their Impact on Engagement with Africa reveals that outdated and negative stereotypes still dominate how many people in the UK and US perceive Africa. The consequences are real — affecting cultural curiosity, economic choices, and the willingness to engage with the continent at all.

Conducted by Africa No Filter in partnership with Dr. Adam Hahn of the University of Bath and researchers from the US and Germany, the study surveyed 1,126 participants across the UK and US to uncover what people really think about Africa. 

It also explored how those thoughts shape engagement — from buying products to exploring cultures. An additional 863 Americans were surveyed to test whether positive storytelling could shift these perceptions. It did.

What Do People in the UK and US Think About Africa?

The findings are stark. When asked to name three things that come to mind when they think about Africa, 57.9% of participants mentioned wildlife or nature — often with words like “dangerous,” “hot,” or even “uninhabitable.” Hardly anyone referenced African people, cities, or innovations. In comparison, thoughts about Europe were linked to modern infrastructure, architecture, culture, and stability.

Africa, in the minds of many, is not a place where people live, work, and innovate — but a distant, wild land of animals and instability. Its society and economy were described using terms like “corruption,” “poverty,” and “dictatorship.” Europe, meanwhile, was considered prosperous, liberal, and globally influential.

“This report shows that Africa still exists as an abstract concept for many — one that is defined more by animals and hardship than by people, progress, or potential,” said Dr. Adam Hahn, the study’s lead researcher and senior lecturer in social psychology at the University of Bath.

Why Stereotypes Matter

These views are more than just uninformed — they directly influence behaviour. The study found that negative thoughts about Africa made people less likely to buy African products or engage with its cultures. While many participants said they found Africa “beautiful,” that didn’t translate into action. Aesthetic appreciation of nature wasn’t enough to inspire economic or cultural interest.

Crucially, people who associated Africa with societal challenges like poverty and conflict — and failed to think about its cultures or tourism opportunities — were the least likely to engage with the continent in any meaningful way. The data suggests that shifting this narrative is essential to unlocking Africa’s global potential.

Positive Stories Can Change Perceptions

The good news? People’s perceptions can change — and storytelling is the key. The study tested whether positive narratives could reshape views. When participants were exposed to stories that emphasized Africa’s cultures, tourism, and innovations, their interest in African products and engagement increased.

“We now have hard data showing that the stories told about Africa — and the ones left untold — have real-world consequences,” said Moky Makura, Executive Director of Africa No Filter. 

“This research is a wake-up call and a roadmap. It tells us that we must go beyond economic data and media headlines — we must reframe how we talk about Africa to truly unlock its potential and opportunity.”

Rethinking the Narrative

This study adds a critical psychological layer to conversations about Africa’s place in the world. It makes clear that tackling economic inequality or media bias isn't enough — we must also confront and rewrite the deep-rooted perceptions held by the everyday person in the UK or US.

What does this mean in practice? It means showcasing African tech innovators, spotlighting cultural leaders, promoting African-made products, and telling nuanced stories about African societies that go far beyond animals and poverty.

Because until we do, the mental image of Africa will remain outdated — and so too will the world’s engagement with the continent.

The full report is available for download here: https://www.africanofilter.org/stereotypes-about-africa-us-uk-english