Public perceptions of Africa in the United Kingdom and the United States continue to be shaped by longstanding associations with poverty, corruption, political instability, and wildlife, according to a new study conducted by Africa No Filter in collaboration with the University of Bath.
The report, titled Stereotypes About Africa in Britain and the United States: A Social Psychological Study of Their Impact on Engagement with Africa, surveyed 1,126 participants across the UK and US to assess how public perceptions influence engagement with African products, cultures, and broader opportunities linked to the continent. A further 863 participants in the United States took part in a separate phase of the study examining whether positive narratives could influence existing views.
Researchers found that many respondents continued to associate Africa primarily with conflict, corruption, poverty, and undeveloped environments, while Europe was more frequently connected with economic prosperity, modern infrastructure, political stability, and cultural sophistication. According to the findings, nearly 58 per cent of participant responses concerning Africa centred on animals and nature, compared with fewer than 17 per cent for Europe.
The study argues that such perceptions remain influential in shaping commercial and cultural engagement. Researchers concluded that negative assumptions about governance, economic conditions, and social development were directly linked to lower willingness among participants to purchase African products or engage more deeply with African cultural industries.
At the same time, the report suggests that perceptions are not fixed. Researchers found that exposure to accurate and constructive information about African societies, economies, and cultural life could significantly improve attitudes towards the continent and increase interest in African products, tourism, and cultural experiences.
The findings arrive at a time when several African economies are expanding their global commercial and diplomatic reach through initiatives linked to the African Continental Free Trade Area, increased investment in creative industries, and growing participation in global technology and manufacturing sectors. Analysts have frequently argued that international perceptions of Africa often fail to reflect the continent’s economic diversity, urban growth, scientific innovation, and cultural influence.
The report highlights that many respondents viewed Africa through a narrow environmental lens that frequently excluded references to urban societies, institutions, or contemporary cultural life. Researchers noted that several participants described the continent as harsh, dangerous, or difficult to inhabit, reflecting imagery that has historically appeared in sections of international media coverage and popular culture.
However, the study also found evidence of significant curiosity towards African cultures when participants held more balanced perceptions of the continent. Researchers observed that when negative assumptions were reduced and respondents associated Africa more strongly with travel, arts, and cultural life, interest in African cultural engagement exceeded interest in European cultural experiences.
The authors argue that the findings demonstrate the importance of representation in shaping international understanding. They suggest that public narratives about Africa continue to influence not only attitudes but also economic behaviour, tourism interest, and cultural exchange.
Across the continent, scholars, media practitioners, and cultural institutions have increasingly called for more nuanced and locally grounded storytelling that reflects Africa’s complexity beyond conflict driven or humanitarian frameworks. Organisations such as UNESCO and the African Union have also emphasised the importance of cultural representation in strengthening international partnerships and supporting sustainable development.
While the report does not dismiss the existence of political or economic challenges within African countries, it argues that reducing the continent to singular narratives risks obscuring the diversity of experiences, industries, and societies across 54 nations and more than one billion people.
The study was authored by Dr Adam Hahn, Ileri Akinnola, Faith Adeyemi, Dr Marleen Stelter, Dr Iniobong Essien, Tal Moran, and Dr Colin Smith. Researchers state that the findings contribute to broader discussions about how public perceptions influence international engagement and how more balanced narratives could support deeper global understanding of African societies.
The full report is available through Africa No Filter.
