We live in interesting and challenging times- geopolitical shifts that seem beyond our control, the unstoppable and accelerated advent of technology, the deepening climate crisis and existential questions about what it means to live in a safe, diverse and equal world. Social media amplifies voices and opinions travel faster than facts, adding to confusion and anxiety level as we struggle to distinguish between reality and dis/mis-information. In this global ecosystem, the loudest voices can easily be mistaken as the most truthful or relevant.

Yet, visibility is not equivalent to influence. African countries, like individuals in the digital age, often fall into the trap of believing that speaking up is enough. Unfortunately, this is far from the truth. True impact comes not just from having an opinion on global issues but from offering solutions, driving conversations forward, and shaping narratives in ways that lead to meaningful change. To move the needle on the continent’s challenges and to seize the opportunities presented by the evolving global landscape, Africa must build a solid foundation in thought leadership. The challenge for Africa is not just about being heard but about being recognized as an indispensable contributor to the global economy, policy, and innovation landscape.

Thought leadership is built on credibility, consistency, and value creation. For African nations, this means moving beyond reactionary participation in global conversations to setting the agenda. One only has to look at the plethora of summits and forums hosted in and by other countries with Africa on the agenda- The China-Africa Summit, The Russia-Africa Summit, The US-Africa Leaders Summit, etc. to realise that the majority of discussions being held globally about the future of the continent continue to spotlight other countries’ views, perspectives and agendas, with minimal groundbreaking input from the continent’s leaders.

Too often, Africa finds itself responding to narratives shaped by external actors rather than driving them. Whether in climate action, economic policy, or technological innovation, the continent must transition from being a subject of discussion to being the source of new, compelling ideas that shape the future. This shift requires more than just diplomatic presence at international summits or eloquent speeches by heads of state. It demands the creation and amplification of homegrown solutions, the positioning of African experts in key global institutions, and the consistent demonstration of value through policy, business, and social innovation.

The Perception Gap: Fighting Stereotypes with Substance

Africa’s reputation in global media and policymaking circles remains hindered by outdated stereotypes of conflict, poverty, and dependency. These narratives, reinforced over decades, create a perception gap that limits opportunities for investment, collaboration, and trust in African-led solutions. Even when African leaders and entrepreneurs break through these barriers, their achievements are often framed as exceptions rather than indicators of a larger, thriving ecosystem. For example, Nigerian fintech companies like Flutterwave and Paystack have revolutionized digital payments across the continent, yet their success stories are frequently presented as anomalies rather than part of a broader wave of African technological innovation. Similarly, Ethiopian Airlines is one of the world’s most profitable airlines, yet the dominant narrative often overlooks this in favor of crises in the region. These persistent biases shape investor perceptions and limit global confidence in African-led solutions.

Overcoming this requires not just more storytelling but better storytelling- grounded in facts, data, and tangible results. This is the sweet spot- where thought leadership meets tangible action. African nations and businesses must actively control their own narratives, leveraging strategic communications to highlight successes, innovations, and the nuanced realities of the continent’s economic and social landscape.

Exposure vs. Influence

Much like aspiring thought leaders who mistake viral posts for lasting impact, African countries can fall into the trap of prioritizing global visibility over strategic influence. Being featured in international headlines or securing high-profile speaking engagements is valuable, but it does not automatically translate into policy shifts, economic deals, or long-term partnerships that benefit African citizens. For example, The African Continental Free Trade Area (AfCFTA) is a groundbreaking initiative with the potential to unify African markets and create a strong economic bloc. However, despite the high-profile launch and political endorsements, its full implementation has been slow, and African countries still struggle to dictate global trade terms. Meanwhile, the European Union and China continue to dominate Africa’s trade policy discussions, often dictating terms instead of engaging African nations as equal partners.

On the climate action front, while COP27 (held in Egypt) provided an opportunity for African nations to highlight climate change issues disproportionately affecting the continent, many African countries struggled to translate this visibility into tangible financial commitments or policy influence. The Loss and Damage Fund was announced, but the mechanisms for its implementation remained largely controlled by Western nations. In contrast, at COP28 in Dubai, the UAE leveraged its financial and diplomatic power to secure major agreements and investment deals, underscoring the difference between mere presence and strategic influence.

True influence is built through sustained engagement, consistency, and the ability to shape conversations at the highest levels. It also requires an intentional move from rhetoric to action. This means African institutions and leaders must invest in long-term credibility by publishing research, participating in policy formulation and practically leading on critical issues while demonstrating a track record of effective governance and innovation.

Moving from Commentary to Leadership

To redefine its role on the global stage, Africa must focus on strengthening its institutional credibility, ensuring that African institutions are seen as authoritative voices in global policy, finance, and innovation. This means consistently producing high-quality research, influencing global policy discussions, and leading key conversations on economic and social development. Beyond institutional credibility, Africa must also own its narrative rather than reacting to global discourse. This involves proactively defining its priorities and solutions, ensuring that Africa’s strengths and opportunities are highlighted rather than dictated by external perceptions. Through strategic communications and policy leadership, African nations can shift from being passive participants in international dialogue to active drivers of global conversations.

A crucial component of this transformation is investing in expertise. African experts must not only be visible but must also occupy decision-making positions where they can influence global policy. This is already happening in some instances, but more is needed. For example, Dr. Ngozi Okonjo-Iweala’s leadership at the World Trade Organization is a significant milestone, demonstrating the impact of African expertise in shaping global trade policy. Similarly, Dr. Akinwumi Adesina’s work as President of the African Development Bank has helped push Africa’s economic priorities onto the international agenda. There is also progress in African-led climate initiatives, such as the African Group of Negotiators at UN climate conferences, who advocate for Africa’s needs in climate finance and adaptation. However, these successes must not be isolated; they should be part of a broader, concerted effort to elevate African voices in global decision-making forums. African experts must be positioned as architects of global policies, not just participants in discussions. This requires stronger investment in leadership development, research institutions, and policy think tanks that can provide African-led solutions to the world’s biggest challenges.

Finally, Africa must demonstrate its influence by delivering tangible results. This means showcasing impact through data-driven storytelling that moves beyond rhetoric. Whether in economic growth, climate resilience, technology, or governance, African countries must highlight measurable progress that reinforces credibility and fosters trust. By emphasizing results, Africa can shift from being a subject of discussion to a model for innovative, sustainable development.

The world is not short on opinions about Africa. What is needed is a continent that speaks with authority, drives its own agenda, and consistently demonstrates its value in shaping global outcomes. Thought leadership, at its core, is not about visibility alone. It is about making a difference. Africa must ensure that when it speaks, the world does not just listen but takes action.

Mimi Kalinda is the founder and CEO of Africa Communications Media Group (ACG), a pan-African public relations and communications agency supporting clients across Sub-Saharan Africa. She is also the chief narrative shaper and founder of Storytelling & Leadership, an executive coaching company focused on helping leaders leverage storytelling for influence and impact.