Whither the African middle class in an "Africa rising"?

Abstract

"Africa rising" is an emerging grand narrative that, whilst occupying the millennial imagination, continues to be the subject of growing media and academic debate. In the "Africa rising" narrative, the African middle class is often brought into the discussion as a growing phenomenon that contributes to, drives and deserves a prosperous Africa. In 2013 alone, the media devoted a significant amount of discussion and praise to the African middle class. This is often accompanied by accounts of their spending capacity and/or appetite for goods, which are indicative of a new and growing market for luxury goods. Some observers, however, have warned against such triumphalist assessments and have pointed to the need for a more grounded and transformational approach to the future prospects of Africa.