Empowering Sustainable African Businesses: Transforming Dreamers into Changemakers

By Josephine Njeru

In Africa's bustling marketplace, where dreams of prosperity take root, two young entrepreneurs stand side by side: Zuhura and Dule. Zuhura envisions a business that endures the test of time, securing a prosperous future for herself and her descendants. Her consultancy business thrives as a beacon of sustainable business practices as she ensures that her team and clients are constantly engaged, empowered and nurtured. 

On the other hand, Dule seeks success defined not only by financial growth but also by the well-being of his business and the environment it operates in. His farm-to-table restaurant is a testament to this vision. Dule sources locally grown ingredients, practises efficient food waste management, and promotes sustainable farming practices in collaboration with local farmers. Through these activities, Dule creates a sustainable dining experience and supports the local ecosystem and community. 

These two stories, though distinct, exemplify a larger movement within Africa's business landscape. Sustainable business practices are not only about financial gain; they are about building a legacy of resilience and responsibility. And while Zuhura and Dule represent individual success stories, they are part of a broader trend exemplified by companies like Jumia. 

Jumia, a prominent player in the African market, has embedded sustainability into its core strategy. Their commitment is demonstrated through eco-friendly practices like an efficient logistics network, data-conscious app optimisation, and localised customer support. By making sustainability an integral part of its mission, Jumia stands as a trailblazer, bridging business success with societal and environmental well-being. 

Building upon these individual stories is the broader landscape of African businesses. A Refinitiv study revealed that an impressive 63% of companies in Africa had adopted policies to reduce carbon emissions, while an equal percentage engaged in recycling initiatives. The commitment to sustainability is also evident in water efficiency, with a notable 25% increase in companies formulating policies between 2014 and 2019. Additionally, 34% of companies have set ambitious goals to implement eco-friendly practices. 

These compelling statistics underscore Africa's remarkable progress in embracing sustainable practices, illustrating a continent-wide shift towards a more sustainable future.

Overcoming the challenges

Sustainability, at its core, is about meeting the needs of the present without compromising the ability of future generations to meet their own needs. In the context of African businesses, it involves adopting environmentally friendly, socially responsible, and economically viable practices. 

One of the challenges hindering the adoption of sustainability practices in Africa is the need for more awareness and accurate information. Entrepreneurs like Zuhura and Dule must grasp sustainability's potential benefits and long-term value. This knowledge gap can limit their ability to make informed decisions and prevent them from realising the positive impact they can have on their businesses and communities. 

Addressing these challenges requires understanding that sustainability is a broad concept, and its interpretation can vary among businesses. Furthermore, the African business landscape is a diverse tapestry, spanning industries from agriculture to manufacturing, technology to tourism.  Each industry plays a distinctive role in shaping a sustainable future for Africa and requires a nuanced understanding of its different facets and unique challenges and opportunities. 

By embracing and tailoring sustainability to their contexts, African businesses can drive positive change and achieve a sustainable future that balances economic growth, environmental stewardship, and social progress.

Paving the path to lasting success

The increased demand for sustainability stems from a shift in business priorities as businesses want to improve their financial performance and contribute to the sustainable development of their communities. This shift has given birth to a new wave of career opportunities, such as sustainability consultancy.  

As the momentum around sustainability grows, these consultants can play a crucial role in guiding businesses towards sustainable practices. Companies like Newmark Group Limited exemplify this trend by offering expert advice, audits, and strategies that enhance environmental and social performance and give businesses a competitive edge. 

With a rising tide of sustainable initiatives and a steadfast commitment to fostering a better future, Africa is poised to become a global leader in sustainable development. Zuhura, Dule, and countless other entrepreneurs and organisations are at the forefront of this movement, sparking conversations, driving positive change in different ways and redefining success for African businesses. They inspire us to think bigger and bolder and create a world where prosperity and sustainability go hand in hand. 

However, true transformation requires collaboration. Entrepreneurs, government bodies, organisations, businesses, and sustainability consultants must unite to ensure every African business embraces sustainability. We can build a solid foundation for a sustainable future through collective action, knowledge sharing, and collaboration. This shared effort will create an economically thriving Africa that upholds environmental stewardship and social responsibility.

As the sun rises in this new era, the idea of businesses standing the test of time while leaving a legacy of positive impact becomes alluringly tangible. The journey is underway – let's embrace it together.