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in Britain and the United States: A Social-Psychological Study of Their Impact on Engagement with Africa reveals that outdated and negative stereotypes still dominate how many people in the UK and US perceive Africa.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

Facts about China and Uganda

A key focus of the upcoming summit will be the 'China-Africa Vision Cooperation 2035,' which aims to strengthen trade, boost industrial growth, and promote environmentally sustainable development.

As the FOCAC summit approachesUganda-China Trade and Cooperation

Uganda and China have a long-standing relationship, with trade between the two countries growing significantly over the past decade. In 2013, bilateral trade was valued at around $600 million. 

By 2023, it had more than doubled to $1.3 billion, with Uganda’s exports to China increasing by 19% to $70 million, according to the Chinese Embassy in Kampala.

China has played a key role in Uganda’s energy sector, financing and constructing two critical hydropower plants, Karuma and Isimba, under the Belt and Road Initiative (BRI). 

Today, China is Uganda’s largest source of foreign direct investment, particularly in light manufacturing and agro-processing.

A Chinese entrepreneur from Guangdong Province who moved to Uganda after his furniture business faced challenges during the pandemic already  has 300 local workers, and the company is now on a normal track. 

O-Farms Accelerates Circular Agribusiness in East Africa

 O-Farms, one of the pioneering East African SME accelerators dedicated entirely to circular agribusiness, is embarking on its next phase with an ambitious goal: to make circular principles mainstream in the region's agriculture and food sector. 

Launched in January 2021 under the leadership of Bopinc, O-Farms has been championing innovative business solutions in Kenya and Uganda that reintegrate food losses and by-products back into the food system. 

This initiative is critical as East Africa grapples with the dual challenges of producing enough safe and nutritious food while minimizing environmental impact.

The initial phase of O-Farms has already showcased the program's transformative potential. Participating enterprises have successfully created value from previously wasted food and organic material, benefiting from enhanced business circularity, investment readiness support, funding, and networking opportunities. 

These enterprises have reported increased sales due to better marketing support, cost savings from improved circular practices, new partnerships, and additional funding facilitated by O-Farms.

Building on this success, the second phase of O-Farms will scale up its accelerator activities, targeting another 100 circular enterprises in Kenya and Uganda. This phase aims to grow SMEs that enhance the viability and impact of existing circular business activities and nurture Start-ups by supporting smaller SMEs and start-ups in launching their circular business ideas. As well as to bolster Support Capacity  to strengthen in-country entrepreneurial support tailored to circular SMEs, with a greater emphasis on advocacy to influence policy change for the sector.

To amplify its efforts, O-Farms has partnered with Biovision Africa Trust (BvAT) for advocacy and Unconventional Capital to manage a revenue-based financing facility for participating SMEs. These collaborations will enhance O-Farms' capacity to support circular agribusinesses on a larger scale.

“The O-Farms program fosters innovation, entrepreneurship, and sustainability in the agriculture and food sector in East Africa,” says Priya Motupalli, Programme Manager at the IKEA Foundation. 

“As a supporter of O-Farms since its inauguration in 2021, we’re proud to continue working together to advance circular agribusiness in the region and create a more sustainable and inclusive future.”

With these initiatives, O-Farms is poised to make significant strides in promoting sustainable agricultural practices, driving economic growth, and addressing environmental challenges in East Africa.

New Electronic Recruitment Hub Brings Relief to West Nile Health Workers

Health workers in the West Nile region are experiencing newfound relief with the commissioning of an electronic recruitment system hub dedicated to the sub-region. 

Located at the Out Patients Department (OPD) of Arua Regional Referral Hospital in Arua city, the facility is well-equipped with six computers, a printer, and a Wi-Fi router, ensuring a seamless application process for health sector opportunities.

The commissioning ceremony, held on Wednesday, highlighted the hub's broader purpose: to serve not just the staff of Arua Regional Referral Hospital but all health workers across the West Nile sub-region. The Health Service Commission has already trained four staff members to manage and operate the electronic recruitment system, ensuring smooth and efficient functionality.

One of the significant advantages of this new system is the elimination of the need for health workers to travel to Kampala to submit their job applications, which previously incurred considerable costs and time. This regional hub in Arua now allows health workers to apply conveniently from their own city, saving them both time and resources.

Employees' Engagement and Wellbeing Across Various Nations in the Sub-Saharan Region

Gallup's latest State of the Global Workplace report reveals a stagnation in global employee engagement and a decline in employee wellbeing in 2023, reversing multiple years of steady gains. 

These findings indicate that a majority of the world's employees continue to struggle both at work and in life, impacting organizational productivity.

The report highlights a diverse and intricate picture of employee engagement and wellbeing across various nations in the Sub-Saharan region. One in five employees in this region are engaged at work, slightly below the global average of 23%. 

However, there are significant variations within the region: South Africa shows 29% engagement, Tanzania 31%, Kenya 18%, and Senegal a notably high 40%.

The Impact of Work on Mental Health and Wellbeing

Work is a critical factor in overall life experiences and mental health, with engagement at work playing a significant role. Nearly half of all employees in Sub-Saharan Africa (48%) report experiencing stress frequently, a two-percentage-point increase from 2022, and higher than the global rate of 41%. 

Stress levels also vary widely: 32% in South Africa, 34% in Kenya, 46% in Senegal, 40% in Zambia, and a much lower 25% in Zimbabwe.

Sadness is another metric where the region exceeds global rates, with 28% of employees reporting frequent sadness compared to 22% globally. Again, the variation is striking: South Africa and Senegal each report 20%, Kenya 23%, Tanzania 24%, Zambia 28%, Gambia 36%, and Togo 37%. Mauritius and Namibia report significantly lower sadness at 15% and 16%, respectively, while Guinea is much higher at 49%.

Loneliness is a critical issue, with 20% of the world's employees feeling lonely frequently. Sub-Saharan Africa has the second-highest regional percentage, with 28% feeling lonely compared to the global 22%.

When it comes to overall life evaluation, only 17% of employees in Sub-Saharan Africa are thriving, compared to the global rate of 34%. South Africa and Senegal are significantly higher than the regional average, with 32% and 27% respectively, while Kenya and Tanzania are at 16% and 14%. Sierra Leone has the lowest rate at just 8%.

Confidence in the job market is waning, with 49% of employees in the region believing it is a good time to find a job, a slight decrease from last year. However, a striking 75% are actively seeking new job opportunities, far exceeding the global rate of 52%. In South Africa, 56% of employees are looking for new opportunities, compared to 81% in Kenya, 88% in Sierra Leone, 68% in Senegal, 63% in Namibia, and 71% in Ghana.

The Changing Workplace

Since 2020, the global workplace has seen significant shifts, particularly with the rise in hybrid work. This has complicated people management but also highlighted the potential benefits of increasing employee engagement.

 The findings suggest that there is vast potential for workplaces in Africa to improve employee engagement and wellbeing. However, the diversity in the data underscores that underlying factors can vary significantly from one country to another, necessitating tailored approaches for different regions.

Gallup's report underscores the need for focused efforts to improve employee engagement and wellbeing, which are crucial for enhancing productivity and overall life satisfaction. The varying metrics across the Sub-Saharan region highlight the complexities and opportunities in addressing these issues effectively.

UCC Calls for Transparency in Data Sold to Ugandan Consumers

During a town hall meeting, the Uganda Communication Commission (UCC) took a stand for transparency in data processes within the telecommunications industry. Highlighting consumer frustrations over data inconsistencies, Nyombi Thembo, the UCC executive director, reiterated the regulator's dedication to safeguarding consumer rights while fostering industry growth.

Thembo emphasized the fundamental rights of consumers, ranging from access to quality services and privacy to clear billing and competitive offers. He stressed the importance of upfront communication of terms and conditions by service providers and prompt resolution of grievances.

To empower consumers further, the commission is developing mechanisms for self-monitoring data consumption trends. "The commission is developing mechanisms to have consumers self-monitor their data consumption trends, which they believe will reduce the number of complaints about data inconsistencies. The commission is assessing a variety of tools where we should select one that will put the monitoring of data usage and its quality in the hands of the consumers,” he stated.

Acknowledging persistent complaints despite operator efforts, David Birungi, Airtel's head of communications, attributed issues to smartphone users' lack of understanding. Airtel plans to intensify subscriber sensitization and community outreaches to bridge this gap.

Regarding data costs, Birungi highlighted Uganda's competitive rates but advocated for reducing smartphone taxes to boost adoption. “Uganda is one of the countries that have competitive rates of data. The average cost of a GB is about 2000 Shillings. The most important conversation we should have is how to reduce that cost; by increasing the number of people who are using smartphones. It’s like having a bus of 25 people and you are only three people on it, you pay the full cost of hiring that bus. Right now, only 33 percent of Ugandans use smartphones on a network that stretches from Nebbi to Kitgum to Bujjiji to Kabaale.”

UCC's advocacy for transparency and consumer empowerment mirrors its commitment to addressing data-related frustrations and elevating telecommunications services across Uganda. With concerted efforts from regulators and industry players, the future promises greater clarity and satisfaction for telecom consumers.

ExxonMobil Foundation and JA Africa Launch $300,000 STEM Program Across Africa

The ExxonMobil Foundation, in collaboration with JA Africa, has unveiled the "ExxonMobil STEM Africa" initiative, a groundbreaking $300,000 program aimed at fostering science, technology, engineering, and mathematics (STEM) skills among approximately 3,000 African students spanning Nigeria, Namibia, Angola, and Mozambique.

The primary objective of the initiative is to equip middle and high school students with the necessary skills for future STEM careers through immersive quizzes and hands-on experiences at Innovation Camps. These camps, facilitated by JA Africa, will introduce innovative approaches to tackling STEM-related challenges.

"Enhancing students’ STEM proficiency is pivotal in nurturing the next generation of problem solvers across Africa," remarked Alvin Abraham, President of the ExxonMobil Foundation. "We are eager to witness how these young talents apply their newfound knowledge and skills through our program."

Participating teams with the most outstanding STEM solutions will have the opportunity to represent their respective countries at a prominent regional industry conference in Cape Town, South Africa. This platform will afford students invaluable cross-cultural exposure, insights into global energy dynamics, and the chance to present their ideas while networking with industry experts.

"In a world where technology and innovation drive economic progress, Africa's role in pioneering technological advancements is vital for maintaining competitiveness and fostering sustainable development," noted Simi Nwogugu, President and CEO of JA Africa. 

"We express gratitude to the ExxonMobil Foundation for this collaboration aimed at nurturing STEM competencies to shape the future of Africa."

To delve deeper into the program and its impact, interested parties can visit ExxonMobilSTEMsAfrica.org.