In this article, he asks what role, if any, could luxury companies play in contributing to solve endemic environmental, economic and societal issues in Africa while pleasing a growing number of affluent African clients.

Today, we are at a crucial moment of history. A moment in which the human race is faced with a radically new challenge. For the first time, its prodigious dynamism collides with the limits of the biosphere.

The story is one of growth in population and consumption compounded by inadequate governance and policy responses necessary to manage this growth. The result is simply degradation of the environment and societies. Today, the collective challenge we are facing is, “How to take advantage of increased population and consumption? And work collectively to find and drive solutions to manage the negative consequences that the growth generates?"

By 2050, we will need to feed 9 billion people. Of the 2 extra billion, 40 % will be living in Sub-Saharan region and about 50 % in the Muslim world. Many people will be moving up the economic ladder toward a middle class standard of living, consuming more resources per capita.