Need for Africa to stop waiting for validation, but start owning its narrative

Need for Africa to stop waiting for validation

By Felicia Nwosu

For decades, Africa has fought two battles simultaneously and the first has been the struggle to unlock its economic, political and social potential.

Then, the second, and perhaps less visible, has been the battle to define itself before the rest of the world does. Increasingly, communication experts believe the latter may be just as consequential as the former.

Also, across the continent, a growing consensus is emerging that Africa no longer suffers from a shortage of remarkable stories. Instead, its greatest challenge lies in allowing others to determine which stories deserve global attention, how they should be interpreted and where they should be told.

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However, this growing school of thought argues that Africa’s next chapter will not be written simply through economic reforms or technological advancement.

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Also, steering the wide ranging conversation was Babajide Benson, a communications strategist, corporate master of ceremonies and public affairs professional, who moderated the session with questions that challenged the speakers to examine Africa’s storytelling ecosystem from multiple perspectives. Drawing on his experience in communications advisory, public relations, media relations and government relations,

Benson guided the discussion beyond conventional debates, prompting the panel to explore why Africa continues to seek external validation, how the continent can build its own communication infrastructure and what practical steps are required to reposition African narratives for global relevance.

Among those championing that position is Stephanie Busari, Founder and Chief Executive Officer of SBB Media, who believes Africa has long underestimated its own storytelling strength.

Busari rejects the widely held notion that Africans are poor storytellers. According to her, storytelling has always been deeply embedded within African civilisation through generations of oral traditions, folklore and cultural heritage.

The real challenge, she argues, is that many of those stories have not been adequately documented, institutionalised or transformed into enduring intellectual assets.

Drawing from decades of international journalism, Busari contends that many African organisations continue to judge success by whether their stories appear on major Western media platforms. Yet, she cautions, those institutions were never established primarily to tell African stories or serve African audiences.

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Instead of expending enormous effort trying to fit African realities into frameworks designed elsewhere, she advocates building stronger African-owned media platforms capable of telling the continent’s stories with greater depth, context and authenticity.

Moreso, her argument extends beyond media visibility. It challenges Africa to redefine what global influence truly means. With Africa and its global diaspora representing one of the world’s largest and fastest-growing populations, Busari believes the continent already possesses an audience capable of sustaining world-class media platforms without constantly depending on external approval. Again, equally important, she argues that Africa’s greatest untapped resource may well be its own history.

From ancient kingdoms and scientific achievements to influential leaders and forgotten innovators, countless African stories remain unexplored. According to Busari, documenting these histories is not simply about preserving the past; it is about strengthening cultural identity while inspiring future generations with examples of African excellence that have too often remained invisible.

A similar argument comes from Autumn Marie, Founder of KGL FWD, who believes communication should no longer be treated as an afterthought in Africa’s development agenda.

Rather than seeing storytelling as an optional public relations activity, she describes it as critical infrastructure capable of influencing economies, attracting investment and shaping international perception.

Marie points to studies showing that persistent negative narratives about Africa have imposed enormous economic costs on the continent over the years. Consequently, she believes communication deserves the same strategic attention governments and institutions devote to infrastructure, education and economic policy.

She further argues that Africa possesses extraordinary strength in its global diaspora. For Marie, the continent’s influence extends far beyond its geographical boundaries.

Africans, African Americans, Afro Europeans, Caribbeans and people of African descent across Latin America collectively represent a powerful community whose economic, cultural and intellectual contributions continue to shape industries worldwide.

Yet despite that enormous influence, she observes that these communities often operate independently instead of speaking through a coordinated narrative capable of advancing Africa’s interests on the global stage.

Her proposal is therefore straightforward: develop a stronger storytelling infrastructure that deliberately connects Africans everywhere around shared aspirations, common values and authentic narratives.

That perspective reinforces an emerging belief that storytelling should no longer be viewed merely as communication but as an instrument of development capable of shaping policy, investment and international partnerships.

For Marian Ogaziechi, Managing Director of Dentsu Agyle, the conversation begins with confidence. She believes African brands frequently overlook one of their greatest competitive advantages by searching for foreign validation instead of embracing the cultural richness that already distinguishes them.

According to Ogaziechi, Africa possesses traditions, identities and experiences that many developed economies cannot replicate. Ironically, she observes, international audiences often appreciate African stories more readily than Africans themselves.

While acknowledging that global technology companies currently dominate many digital platforms and algorithms, she insists those companies do not own Africa’s stories.

That distinction, she argues, creates an opportunity for African governments, entrepreneurs, media organisations and technology innovators to develop indigenous digital platforms capable of distributing African content without relying exclusively on foreign ecosystems.

She also raises concerns about the continent’s tendency to amplify its own setbacks while failing to project its successes with equal determination.

According to her, perception is rarely accidental. Countries that consistently project confidence deliberately manage how their stories are communicated. Africa, she suggests, must become equally intentional.

Beyond national image, the discussion also extends into business strategy. Increasingly, communication leaders argue that organisations should no longer separate storytelling from commercial performance. Instead, they believe narrative should sit at the centre of corporate strategy because reputation, trust and perception have become measurable business assets.

At the same time, storytelling itself must begin much earlier than many organisations currently allow. Busari maintains that communication should not be introduced after products have been developed or campaigns have been designed.

Rather, organisations should establish the narrative from inception by deciding what people should think, feel and believe about their brands before any marketing activity begins.

The implications extend well beyond corporate communications. As artificial intelligence reshapes media production, digital platforms continue to influence public opinion and algorithms increasingly determine visibility, experts believe Africa faces a defining moment.

The continent can either continue competing for attention within systems largely designed elsewhere or invest deliberately in creating its own platforms, preserving its own history and elevating its own voices.

The argument is not about rejecting international media or global partnerships. Rather, it is about achieving balance by ensuring African perspectives are represented through institutions capable of understanding the continent’s realities without distortion.

Instead, the conversation surrounding Africa’s narrative is evolving from one of representation to one of ownership. For years, Africa sought permission to participate in global conversations. Increasingly, however, communication leaders believe the continent’s future influence will depend less on receiving recognition from others and more on developing the confidence, institutions and platforms necessary to tell its own stories with authority.

Indeed, as Africa’s creative industries, technology sector and media economy continue to expand, the question is no longer whether the continent has stories worth telling. The more pressing question is whether Africa is finally prepared to own them.