Africa is not easily pigeonholed, and making generalizations about its consumers is a risky proposition. The continent has 1 billion inhabitants"”speaking more than 2,100 languages and spanning 54 countries that cover an area larger than China, the U.S., India, and Europe combined. Despite this diversity, one thing is clear, however: a new consumer class is emerging across Africa"”one with increasing purchasing power and a hunger for products and services that once seemed unattainable.