Africa is at a pivotal moment in its history. With abundant natural resources, a dynamic and youthful population, and an increasingly prominent role in global geopolitics, the continent holds unparalleled potential to redefine its trajectory. The African Union’s recent inclusion in the G20 is not only symbolic but also historic—a testament to Africa’s growing influence on the world stage. However, to fully leverage this opportunity and truly assert its priorities, African governments must confront a critical yet undervalued component of governance: communication.
Effective communication is the cornerstone of trust, transparency, and accountability. Without it, even the most ambitious policies risk being misunderstood or dismissed. The Edelman Trust Barometer consistently reveals a troubling trend: trust in governments worldwide is eroding, and Africa is no exception. This trust deficit is exacerbated by outdated communication practices that fail to engage citizens meaningfully, particularly younger generations whose expectations are reshaping the civic landscape.
Africa’s Gen Z, now a formidable demographic force, has come of age in the digital era. They demand immediacy, authenticity, and interaction from their leaders. Yet, many African governments remain locked in antiquated, top-down communication models—sporadic press statements, rigid speeches, and media engagements that prioritize control over dialogue. These approaches alienate rather than engage, fostering disillusionment among a generation that represents the future of the continent.
The chasm between election campaigns and governance communication further compounds this problem. Campaigns are often dynamic and engaging, leveraging technology, compelling narratives, and grassroots mobilization. However, once in office, many leaders fail to transition to a governance model of communication that is strategic, professional, and inclusive. Retaining campaign teams ill-equipped for governance communication only deepens this disconnect, leading to fragmented messaging and missed opportunities to build trust.
Media freedom—or the lack thereof—is another critical factor. Across several countries on the continent, media independence has been constrained by governmental influence, undermining trust and limiting the press’s ability to hold leaders accountable. Independent journalism is the bedrock of transparency and an essential ally in fostering trust between governments and their citizens. Rather than viewing a free press as a threat, African governments should see it as a partner in amplifying their narratives and engaging with citizens more effectively.
The inclusion of the African Union in the G20 offers a platform for Africa to assert its narrative, but this requires mastery of strategic storytelling. For too long, Africa has been defined by narratives imposed from outside, focusing on its challenges rather than its strengths. Leaders must craft and articulate a united narrative that showcases Africa’s resilience, innovation, and immense potential while addressing its challenges with honesty and clarity. Clear communication on priorities like climate adaptation, equitable trade, and digital transformation can elevate Africa’s global standing and attract investment.
This is not merely about public relations; it is about reimagining communication as a strategic function of governance. Governments must invest in building professional communication teams with the expertise to craft coherent messages, manage crises, and foster sustained dialogue. The importance of crisis communication cannot be overstated. Whether during a natural disaster, public health emergency, or political unrest, citizens expect—and deserve—transparency and rapid responses. Gen Z, in particular, holds leaders to a high standard, expecting clear and immediate communication during times of uncertainty.
The stakes could not be higher. The Edelman Trust Barometer underscores that trust is the currency of governance. Without it, governments risk alienating their citizens and undermining their legitimacy. Africa’s leaders must understand that communication is not an ancillary function; it is the lifeblood of effective governance.
As the world watches Africa’s rise, the continent faces a choice: to embrace communication as a tool for building trust, fostering inclusion, and asserting its place in the global order, or to remain mired in outdated practices that stifle progress. This is a moment of immense possibility, but it is also a test of leadership. Will Africa’s governments rise to the challenge, or will they let this historic opportunity slip away?
Gen Z is watching. The world is watching. The time to act is now. Africa’s leaders must seize this moment to redefine governance through strategic communication. The future of the continent—and its role in the global order—depends on it.
