The power of media and the untold stories of African family businesses

The role of media in shaping public perception cannot be overstated. It can inspire, educate, and create lasting impressions in people’s minds. One area where media has played a significant role in recent years is the portrayal of family businesses, particularly in America. American media has successfully glamorized the American dream, considerably impacting economic growth. This article highlights the importance of African family businesses and the potential of the press to be a powerful ally in promoting their successes and inspiring the next generation of African entrepreneurs.

The Importance of African Family Businesses

Family-owned businesses play a crucial role in Africa’s economic growth and development. They contribute significantly to job creation, wealth generation, and poverty reduction. These businesses often embody the essence of entrepreneurship, innovation, and resilience – the key ingredients needed to foster economic progress. As such, the media should portray African family businesses as success stories, showcasing the continent’s potential and motivating the next generation of entrepreneurs.

American Media and the American Dream

One of the reasons for America’s impressive economic growth is the role played by the media in portraying American entrepreneurship and the “American dream.” Media organizations have inspired many to pursue their dreams and contribute to the country’s economic development by sharing stories of successful entrepreneurs and businesses. The African continent can benefit significantly from adopting a similar media approach that showcases and celebrates its homegrown family businesses and their successes.

Prominent African Family Businesses: Potential Movie Subjects

Several African family businesses have achieved commendable success and have the potential to make exciting and inspirational movie subjects. These stories can create a narrative that amplifies African stories and encourages the next generation of entrepreneurs.

For example, Dangote Group — founded by Aliko Dangote, is one of the largest and most successful African conglomerates. Dangote’s rise from humble beginnings to becoming one of the world’s wealthiest people would make a compelling and inspiring tale for audiences worldwide.

The Dangote family and Dangote Group have achieved significant success in the African business landscape, and their story can inspire family businesses and next-generation entrepreneurs. Here are some ways in which the positive impact of Dangote Group and its oil refinery can be portrayed in different media platforms:

Highlighting the family’s entrepreneurial spirit: The Dangote family’s success story involves entrepreneurship and hard work. Media platforms can highlight how the family’s entrepreneurial spirit has driven their success and how this can inspire other family businesses and next-generation entrepreneurs.

Showcasing the Dangote Group’s impact on the African economy: Dangote Group is one of the largest conglomerates in Africa, and its businesses have had a significant effect on the African economy. Media platforms can showcase how the Dangote Group has created jobs, stimulated economic growth, and contributed to the development of the African continent.

Focusing on the Dangote Group’s commitment to sustainability: Dangote Group has a solid commitment to sustainability, and its businesses are designed to impact the environment and society positively. Media platforms can highlight Dangote Group’s sustainability initiatives and how they can serve as a model for other African businesses.

Highlighting the Dangote Oil Refinery’s potential to transform the African energy landscape: The Dangote Oil Refinery is one of the largest refineries in the world, and it has the potential to transform the African energy landscape by reducing the continent’s dependence on imported fuel. Media platforms can showcase how this project is a game-changer for the African energy sector and how it can inspire other businesses to invest in the continent’s energy infrastructure.

Showcasing the Dangote family’s commitment to philanthropy: The Dangote family is known for its philanthropic activities, and it has donated millions of dollars to support education, health, and other social causes in Africa. Media platforms can highlight the Dangote family’s philanthropic activities and how they can serve as a model for other successful families and businesses in Africa.

The Dangote family and Dangote Group’s success story and positive impact can be portrayed in different media platforms in a way that encourages family businesses in Africa and next-generation entrepreneurs. By highlighting the family’s entrepreneurial spirit, the Dangote Group’s impact on the African economy, its commitment to sustainability, the potential of the Dangote oil refinery, and the family’s philanthropy, media platforms can inspire others to pursue their entrepreneurial dreams and make a positive impact on the African continent.

Other examples include:

Chandaria Industries: Chandaria Industries, founded by the Chandaria family in Kenya, is one of Africa’s largest tissue and hygiene product manufacturers. The company’s success story, which spans multiple generations, could provide an exciting narrative of perseverance, innovation, and family unity. The Chandaria family is prominent in Kenya and well known for their successful business ventures and philanthropic efforts.

Al-Nasr Automotive Manufacturing Company: Established in Egypt in 1958, the Al-Nasr Automotive Manufacturing Company is a leading car manufacturer in Africa. The company’s rich history, which includes collaborations with Fiat and other international brands, would make an intriguing story of business growth and global partnerships.

The overall impact of African family business stories, their grit, and entrepreneurship can be portrayed in different media platforms in a way that can encourage up-and-coming family businesses in Africa and next-generation entrepreneurs. Some possible ways to do so using media include:

Documentary Films: A documentary film can be created to showcase the journey of the families, their founders, and how they built their business empires. The movie can highlight the challenges they faced, the values they hold dear, and their success stories. This can be a source of inspiration for young entrepreneurs looking to start their businesses.

Social Media: Social media platforms, especially homegrown ones, can be used to share families’ success stories, business philosophies, and philanthropic efforts. This can create a positive image of family businesses and inspire the younger generation to follow in their footsteps.

Business Conferences: More families can be invited to speak at business conferences and share their experiences and insights from an individualistic, business, and generational perspective. This can educate aspiring and operational entrepreneurs about the importance of family businesses and the challenges that they may face. It can also provide a platform for networking and collaboration.

Business Books: More books can be written about African family businesses and their business journeys. This can help to document their legacy and provide valuable insights for future generations. These books can also serve as a guide for young entrepreneurs who are looking to start their businesses and offer historical records to national archives.

Netflix and the African Narrative

As a global streaming platform, Netflix has the resources and reach to drive the media’s portrayal of African family businesses positively. With its commitment to producing diverse and inclusive content, Netflix can lead in creating movies and series showcasing the successes of African family businesses and entrepreneurs. By doing so, Netflix has the potential to inspire and engage millions of viewers, mainly young Africans, to pursue their dreams and contribute to the continent’s economic development.

Netflix can be used to tell African tech stories similarly to how American tech stories have been framed and said by providing a platform for African filmmakers, producers, and content creators to tell their stories. The key is ensuring that the stories are authentic and resonate with African audiences while being accessible to a global audience.

To do this, Netflix can partner with local production companies, filmmakers, and content creators to develop and produce original content showcasing Africa’s vibrant and diverse tech ecosystem. This could include documentaries, feature films, and TV shows highlighting the innovative work being done by African tech entrepreneurs, startups, and innovators.

Netflix can also leverage its global reach and marketing expertise to promote and market these stories to audiences around the world, helping to raise awareness of African tech and innovation and creating new opportunities for African creators and entrepreneurs.

However, it is essential to ensure that the stories are not told through a Western lens and that they capture the nuances and complexities of African tech culture. This will require collaboration and consultation with local communities, stakeholders, and experts to ensure the stories are authentic and respectful of African culture and traditions.

The power of media to shape public perception is immense, and it can be a powerful ally in promoting African family businesses and their successes. By taking a page from the American media playbook and celebrating the achievements of African entrepreneurs, media organizations can create a new narrative that showcases the continent’s promise.

Tsitsi Mutendi is a co-founder of African Family Firms, an organization that aims to facilitate the continuity of African family businesses across generations. She is also the lead consultant at Nhaka Legacy Planning and the host of the Enterprising Families Podcast.