conservation
It doesn’t matter which day of the week it is or what time of year, whether dawn is breaking or the night is deep, Africa remains alive. There’s a unique energy in its far-reaching air – a robust blend of urgency and vibrancy that fills its streets, imbuing vendors, cooks, drivers, barbers, artists, whoever, with a generally convivial demeanour and drive to push through and make the most out of any situation. This spirit of ‘hustling’ is baked into the African ethos and provides fertile ground for socio-economic development – if cultivated properly. Across the continent, it manifests through thriving informal economies kept afloat by ‘hustle- preneurs’, or the owner-operators of small and medium enterprises. Many of them are women or youths with limited alternative opportunities. These businesses offer a lifeline for those still underserved by the formal sector and represent
immense untapped potential. In South Africa alone, they contribute to roughly 20% of the national GDP and employ around half the country’s workforce. Despite this, their growth is restricted by limited access to training, resources, and support structures. In Africa, hustling is a form of hope – a path out of uncertainty towards independence. To foster meaningful, sustainable socio-economic growth that ripples through communities and across the continent, we must invest in entrepreneurship. By doing so, we’re investing in the future Africa can have. The Hustle Economy programme, founded by Wild Impact with Singita Lowveld Trust as an anchor donor and partner, empowers emerging micro- entrepreneurs to grow their businesses sustainably and foster economic growth in communities across the Greater Kruger region. Learn more here .
Previous spread Work-hardened hands hold something made from the heart. Left, clockwise from top left Zakhe Ndlovu running his coffee stall. Riendzo Makamu standing proudly in her restaurant. Michael Khoz a hard at work creating leather products. Sherlock Mdluli admiring how far her beauty salon has come.
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