Why Mindset, Markets & Sustainability Matter More Than Ever for Africa’s Entrepreneurs - Lessons from WCF Africa Summit 2025

Why Mindset, Markets & Sustainability Matter More Than Ever for Africa’s Entrepreneurs - Lessons from WCF Africa Summit 2025

By Catherine Okinyi, Customer Relations and Marketing Coordinator at Enda

Earlier this month, I had the opportunity to attend the WCF Africa Summit 2025, a powerful gathering of leaders shaping the future of sustainability, trade, and entrepreneurship across the continent. The energy was palpable: bold ideas, fresh perspectives, and an urgency to accelerate Africa’s potential on the global stage.

Here are some key lessons that stayed with me—and why they matter now more than ever:

One of the strongest messages from the summit was this: Africa’s entrepreneurs must shift from a survival mindset to one of ownership and legacy. It’s no longer enough to hustle. The future belongs to those building long-term, purpose-driven businesses.

“Are we building for today—or for generations?”

As Africa’s consumer market is projected to reach $2.5 trillion by 2030 (Brookings Institution), entrepreneurs must treat mindset as a strategy—not just a philosophy.

There’s clear momentum behind youth-led and small business support, from capital access and export readiness to policy shifts and duty-free agreements via AfCFTA.

But we’re not there yet. The biggest gaps remain:

  • Policy advocacy led by entrepreneurs

  • Hands-on training in compliance and scaling

  • Stronger infrastructure for digital and cross-border trade

Image credit: Serrai group

More than 60% of Africa’s population is under 25. The future needs them—and so do our economies.

The EU delegation emphasized its commitment to inclusive trade and environmental accountability. They raised critical issues:

  • Lack of awareness around green compliance

  • Policy misalignment between African states and export markets

  • Infrastructure gaps that hinder scale

Still, there’s hope. Free Trade Agreements (FTAs) were spotlighted as powerful tools for African businesses to enter new markets—if we can meet the standards.

Trade is being redefined. It’s now about how goods are made, not just what is sold.

New EU rules demand supply chains that are:

  • Environmentally responsible

  • Human rights compliant

  • Fully traceable


Sustainability is no longer a differentiator. It’s the baseline for global trade.

Trade fairs may seem like a small detail—but they’re a big opportunity. Today, many of them lack structure, investor pathways, or consistent follow-up.

Imagine if Africa’s trade events had:

  • Investor-ready showcases

  • Smart matchmaking systems

  • World-class branding and logistics

Africa’s enterprise story deserves to be seen, heard, and scaled.

On the sidelines of the summit, I met a woman from China working in footwear manufacturing. She’ll be visiting our Enda office before returning home. A quiet reminder that big collaborations often begin with small conversations.

This summit was a powerful reminder that Africa is rich in talent, vision, and creativity. What we need is:

  • Alignment

  • Access

  • Audacity

Image credit: Femme Hub

Let’s move from potential to performance.

What’s one mindset shift you believe Africa’s entrepreneurs must embrace today? Let’s keep the conversation going on our LinkedIn [Link to a post there]. 


Catherine Okinyi

Customer Relations and Marketing Coordinator

Enda Sportswear

 

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