Africa Made It Unveils “Power, Protect and Purchase” Campaign

Africa Made It, a continental movement advocating for Africa’s industrial sovereignty, has launched its “Power, Protect and Purchase” campaign at CANEX Weekend in Lagos, Nigeria.

The campaign aims to help unlock an estimated USD 34 billion in annual GDP by shifting the continent from exporting mostly unprocessed cotton to processing and manufacturing garments locally. Its goal is to turn Africa’s natural resources into lasting economic value, jobs and industrial capacity across the continent.

Led by a consortium of pan-African organisations, advocacy groups and media partners, Africa Made It promotes the continent as a destination for investment and industrial growth. The campaign focuses on three priorities: providing reliable, affordable energy for textile mills; adopting policies that support local manufacturers and address unfair competition from imports; and encouraging consumers to buy apparel made in Africa. Together, these measures aim to keep more of the value generated from African resources within African economies.

Research by Africa Practice indicates that the continent exports as much as 98% of its raw cotton, capturing only around 2% of the value, while running an annual trade deficit of USD 35 billion. Developing local capacity in spinning, weaving and garment production could support nearly two million permanent industrial jobs, contribute about USD 33 billion a year to household incomes and add an estimated USD 34 billion annually to Africa’s GDP.

The potential impact extends beyond national economic figures. Local processing and industrial wages could increase the flow of income into rural communities, support small businesses and contribute to poverty reduction. Expanding formal employment could also create significant opportunities for women, who account for an estimated 70–90% of garment factory workers across the continent.

Realising this potential will require coordinated investment, supportive trade policies and consumer engagement. Africa Made It identifies USD 1.8 billion in capital allocation for key structural enablers as an important step toward building the missing links in Africa’s fibre-to-fashion value chain.

Marie Wilke, editor-in-chief of Africa Made It magazine, said: “African culture, design and storytelling are shaping global fashion, music and media like never before. Yet without domestic manufacturing infrastructure, the continent’s creative influence generates too little economic return. Connecting cotton production directly to local processing can help keep intellectual property, commercial value and industrial jobs in Africa. It is time to wear our power.”