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Will There Be Any Elephants Left In 2030?

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Once upon a time, Africa alone was home to 26 million elephants. The giants roamed the continent knowing not what lay in store, that their habitats would dwindle and so would their majestic numbers.

From millions, they are now in their thousands, falling faster than trees – all for their ivory tusks.

Approximately 97 elephants are gunned down daily by poachers for their tusks. This means by 2030 there could be no elephants left in the wild.

According to the International Union for Conservation of Nature (IUCN), the African elephant population dropped from 550,000 in 2006 to about 350,000. In East Africa, the decline is far more alarming – from 150,000 to about 100,000.

Other parts of the world have also seen a drastic decline of the elephant population. In Asia, it’s estimated less than 50,000 elephants still roam the region; more than half of them in India.

These figures are frightening – what deforestation and poaching can do.

Jeffrey Gettleman of The New York Times said: “Like blood diamonds from Sierra Leone or plundered minerals from Congo, ivory, it seems, is the latest conflict resource in Africa, dragged out of remote battle zones, easily converted into cash and now fueling conflicts across the continent.”

It’s hard not to notice the mammoths disappearing.

Paula Kahumbu. (Photo supplied)

Dr. Paula Kahumbu, the CEO of WildlifeDirect, a Kenyan conservation NGO, is currently leading a campaign, Hands Off Our Elephants – civil society, corporations, government agencies as well as other conservation organizations in a unified approach towards ending the poaching crisis in Kenya.

Born in Nairobi, Kenya, to an English mother and Kenyan father, Kahumbu is one of eight siblings. Being out in the wilderness as a child interacting with animals made her the committed eco-warrior she is today.

“My mother was often home alone and because we were so many, mother would literally tell us to get lost and we would do just that,” says Kahumbu.

“We’d go exploring – catching anything you can imagine; birds, mice, snakes, frogs. We’d go fishing and swimming in the rivers, make our way through to forests and swamps. We spent our entire childhoods in the wilderness.”

“We did the kind of stuff you would never allow children to do today actually but it was very safe at that time,” she continues.

Soon, these trysts led to an encounter with Richard Leakey, a Kenyan paleoanthropologist, conservationist and politician.

“We didn’t know all that much about wildlife so we would visit our neighbor, Richard Leakey, head of the Kenya Museum Associates. He was someone who knew a lot about animals and whenever we would spend time with him he would teach us about their ecology, behavior, and the like.”

Between the 1960s and 1980s, elephant poaching was at a dramatic high, according to the Convention of International Trade and Endangered Species (CITES).

“When I finished high school, it was very difficult at that time to get into university. My parents could not afford to take us to the local university,” says Kahumbu, who then, just as she had done countless times as a girl, returned to Leakey.

She knocked on his door, which at the time was at the National Museum, and said, “I want to be a ranger”. That got her in.

“There was one particular place I wanted to go to, Kora National Park, best known for the lions and George Adamson who is famously known as Baba ya Simba, which translates to ‘father of lions’. My dream was to be his ranger. And Richard Leakey said ‘are you sure about this’? I was 17 years old and that’s all I wanted to do. I ended up in a research facility which focused on monkeys and that’s when I realized the importance of science in studying animals,” says Kahumbu.

That was the motivation for years of study. Kahumbu was the first in her family to attend university.

“My mum was not keen on the idea of a career in animal conservation… She sent me to secretarial college because she thought that the safe [career] option is to be a secretary because everyone needs a secretary. I detested it and the day I ran to Richard Leakey’s office was the day I ran away from secretarial college.”

The Professor Who Saved An African Rainforest

Kahumu did a lot of field work early in her career.

“I went to some of the remote corners of the country, some really dangerous areas to study this wildlife. This left my mother very anxious.”

Her “conservative” mother always threatened: “I am going to speak to this Richard Leakey because it’s unacceptable that a young woman can live in the bush for months on end counting monkeys on her own.”

Her father, on the other hand, encouraged her. Kahumbu clearly broke boundaries.

“I remember my male colleagues were very angry with me because it was very uncommon for a woman, particularly a Kenyan woman, to be working in the forest usually by herself, so they would beg me to stop but of course I never did,” she says.

That did not deter her from her course.

“My son was actually born when I started working on my PhD and he was two-and-a-half years old when I had to spend extended periods of time in the wilderness conducting my research. I worked in a rainforest on top of a mountain with huge trees.”

Kahumbu and a small team of researchers were studying trees, a main source of nourishment for the elephants.

“We wanted to gauge how elephants living and eating in the forest was changing the landscape of the forest. My son was still so small, I would sit him on a mat, give him some toys to play with and go on measuring trees.”

“One day, the trees started moving as though they were being consumed by strong winds, it was actually a herd of elephants calmly making their way through the forest… But we were so busy we had not noticed they had moved in around us and I hadn’t really realized they were around us until I was about to measure what I thought was the trunk of a tree and then I realized it was the leg of an elephant,” she laughs.

“When I did [realize], I slowly tiptoed backwards and picked up the baby.”

Paula Kahumbu observes elephants. (Photo supplied)

Kahumbu was persuaded to study elephants after her bachelor’s degree and “was offered an once-in-a-lifetime opportunity to lead the stocktake of ivory in 1989 in Kenya”.

“I had to measure every single tusk, which is a great source of information about the sex of the elephant and age. We gathered data from about 3,000 tusks and drew a timeline as every tusk had a marker of when and where it was seized.”

What the timelines showed was alarming. The tusks got smaller and smaller. This showed poachers were going for smaller elephants, calves essentially.

“Juxtaposing the data with the demography of animals, we saw there were no adults left, the species was basically finished because there were no longer breeding individuals; poachers are going for any kind of elephant, even if it had half a kilogram of ivory.”

Following that, Kahumbu decided she was not going to study the pachyderms, not only because they were virtually extinct but also because there was the threat of her becoming a target for poachers in the area.

“So, for my master’s degree, I decided to study monkeys and even from time to time, when we were out doing research in the wilderness, we’d hear gunshots and subsequently come across dead elephants on our trail and I remember thinking, ‘thank goodness I’m not studying elephants’ because every single day, I would be heartbroken.”

For three years, she refused to study them.

After her master’s, she became a senior scientist at Kenya Wildlife Service. While there, the organization hired 30 young Kenyans to conduct research on elephants.

Spray It Out – Graffiti To Protect Animals

The ban on poaching was now in place so their task was to work out how to save the remaining elephants as well as replenish the population. This formed the thesis of Kahumbu’s PhD.

When she became CEO of WildlifeDirect, she led a campaign exposing the poaching crisis in Kenya, leading to major reforms in the laws and practices against ivory poachers and traffickers.

Poaching dropped by 80% in three years. Kenya burned her entire ivory stockpile of 105 tonnes in April 2016, an event that garnered global attention.

“The world was very surprised – how was it that a country suffering economically would forego millions of dollars’ worth of a payout to prove a point?” says Kahumbu.

It was a start, and conservation continues.

“Even after decades of working in this area, I still can’t understand the inhumanity and greed of poachers. The elephant is an extraordinary animal. They can live in any habitat except the ocean. They can climb close to the ice on Mount Kilimanjaro, they can live in deserts as they do in Namibia and northern Africa. They can live in forests and in savannahs. Elephants can also eat almost anything.

“They are a lot like humans in that way because they can easily adapt to an environment. Their brain is three to six times larger than the human brain, designed to store vast amounts of information. Further, elephant families are actually governed by females because the male leave the herd at an early age and only return to mate.”

The trade of ivory is inextricably linked to the trading of slaves. Kahumbu explains, in the late 1800s, the British could not take ivory out of Africa without the help of slaves because they did not have the means to carry it. Ivory was stolen from the homesteads of people in the Congo.

“In those days, Africans did not see the monetary value poachers saw; they would use the tusks as fence posts around their homesteads and the British would raid these villages and steal all the ivory and ship it to Zanzibar and Mombasa and then it would be taken to Europe. It was so valuable, 100 tons a year were being shipped out to be used as billiard balls.”

Saving Rhinos, Using Military Dogs

And then ivory found its way to America; the volume of ivory coming into one part alone gave birth to two cities on the back of ivory trade and slavery. Business boomed. Technology was developed to transform ivory into how we know it today – thin veneers used as piano keys and hair combs.

“That was a major driver. And by the end of the 1800s, there was about 1.2 million elephants – a drastic decline. In Japan, ivory was a symbol of luck, pens and stamps were made with ivory and of course this caused the trade to skyrocket in the region.”

At the moment, various species of the elephant are on the World Wildlife Fund’s (WWF) list of critically endangered, endangered, vulnerable and threatened animals, sharing the list with another dwindling animal – the rhinoceros. The illegal rhino horn trade has decimated the world’s rhino population by more than 90% over the past 40 years.

But has the world awakened to the plight of these animals?

According to research, the common strategy adopted by many countries is to destroy stockpiles of ivory. An article in The Guardian quotes WWF: “This has been the case not only for African countries but also some developed countries that have intercepted ivory originating from Africa. The idea is to remove the ivory from the market and thus reduce the incentive for people to engage in smuggling. In Kenya, the problem of elephant poaching has spiraled out of control and destroying ivory has become the common practice in dealing with the stockpiles.”

The torching of stockpiles of ivory has not been the only way governments have tried to mitigate the poaching of elephants. Countries such as France, China, the United States, and the Philippines have destroyed ivory worth millions of dollars. However, South Africa, Botswana and Zimbabwe oppose the destruction of illegal ivory; this according to an article published in National Geographic in 2016.

But does destroying ivory translate to less poaching? The Conservation Trust, a nongovernmental organization sites that in 2015, elephant poaching was at its highest level in more than three decades.

The ornaments made from the tusks form part of a billion-dollar industry – prevalent and as dangerous as ever.

Kahumbu’s Hands Off Our Elephants has generated unprecedented public and political awareness and support for wildlife conservation in Kenya.

According to WildlifeDirect, the most severe financial penalty for convicted poachers was $400, and fewer than 4% of convicted offenders were going to jail, a safe haven for poachers. Since then, the Kenyan government has allocated $20 million for anti-poaching activities.

In January last year, Kahumbu partnered with media and wildlife authorities to launch Kenya’s first wildlife documentary series, NTV Wild. It shines a light on issues of poaching and the very real prospect that in the near future, the world may be without elephants.

Current Affairs

‘With Covid-19, See How Resilient Nature Is’

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Adjany da Silva Freitas Costa; image supplied

Adjany da Silva Freitas Costa, the youngest minister in the Angolan cabinet, is an intrepid adventurer, biologist and conservationist committed to saving the world’s last wild places.

Adjany da Silva Freitas Costa is not your ordinary minister. At 30 years old, the Luanda local is currently the youngest minister to serve in the Angolan cabinet and an intrepid adventurer with an inspiring hands-on background.

In 2015, Costa was one of the braves who undertook a four-month journey for the National Geographic Okavango Wilderness Project. The captivating trip documentary, Into the Okavango, follows the courageous crew of scientists (including Costa) who travel the riverine route. The journey began in the highlands of Angola and had the team meandering 2,400km by mokoro (a traditional canoe), camping wild along the Okavango River until they reached the town of Maun in Botswana. The trip illustrated how the Okavango Delta relies on Angolan rains, but also highlighted the costs of Angola’s lengthy war to its landscapes.

In April this year, Costa assumed the government position as Minister of Culture, Tourism and Environment. “It is not exactly unusual for a woman to join the Angolan government,” says Costa, “but it’s not exactly common either.” Currently, there are seven women ministers in the Angolan cabinet, creating a gender split of roughly 35% female.

“We bring a lot of benefit for the simple fact that we can bring inclusion to the politics forged in society,” says Costa. “I think that every single one of us brings a different perspective to the whole context of politics. Currently, I am the youngest minister to serve in the Angolan cabinet. It makes me feel like there is hope for youth and hope for the future. I do think we bring an innovative way of thinking and innovative vision into the current system that is very beneficial to change and to the improvement of the system here in Angola.”

The National Geographic Okavango Wilderness Project expedition revealed new species (to date, ongoing field trips have resulted in the discovery of 26 species new to science, more than 75 species potentially new to science, and more than 130 species previously unknown in Angola). It also embedded in Costa a life-long commitment to saving the world’s last wild places. It short, it changed her life.

“It changed the whole perception that I had of everything, personally, professionally, academically,” Costa admits. “The trip helped me see the world and my participation in the world, in a very different way. In a very concrete way and I don’t think I would be sitting here answering these questions if I hadn’t participated. I have never, ever in my entire life “envisioned myself as a minister. I don’t think I’ve ever envisioned myself being part of politics, but there is a writer who once said, ‘You don’t choose politics. Politics chooses you’, and that’s exactly what happened. I see it as an opportunity to bring change from the outside. I am someone that has always applied the policy that’s created by decision-makers. I think it’s an opportunity to bring that applicability into the system and make it much more action-focused – and more than a piece of paper.”

In 2017, Costa was named an emerging explorer at National Geographic, and in 2019, she became the Young Champion of the Earth for Africa in the United Nations Environment Program. Before taking a seat in the government, Costa worked as an ethno-conservationist to pioneer projects that developed working conservation models for communities living alongside crucial wildlife hubs.

“Being a biologist is also a great advantage for this position. I believe that policies should be made to be applied and not archived,” Costa says. Another benefit for her position is that she knows all about being on the ground. “I started my journey in conservation, looking specifically at biodiversity and working directly with the specimens. I started with turtles, and all we did was patrol the beaches and look after the nests – and that was it. There was no engagement. For a long time, I always thought there was a separation between humans and wildlife – and that the separation was needed for us to protect wildlife. Working for the past five years in the East of Angola, I realized that it is the complete opposite. The gap that we’ve created with nature is what causes us to destroy nature in the first place.”

Costa has a masters degree in Biology and a PhD in International Wildlife Conservation Practices from Oxford University. In the wake of Covid-19, we are just beginning to see the harsh effects of tourism loss to wilderness protection.

“Rural communities are the true protectors of the environment around them,” Costa says. “Ethno-conservation is the art, and it is our privilege of being able to work with communities for the sake of nature. Not just for the conservation of biodiversity, but also the improvement of their own lives.”

The drastic decline in visitor numbers in the wilds of Kenya, Zimbabwe and across the African continent highlights the importance of such a conservation model more than ever as decades of conservation successes hunker in jeopardy due to tourism collapse. 

“Our main target for tourism in Angola is internal tourism. We have 29 million people that don’t know most of the country,” says Costa. “We have a lot of potential though; whether it’s landscape, culture, adventure or eco-tourism, it’s possible in Angola. We are very much focused on creating the services and infrastructure for internal tourism before we look outside of our borders.

“In terms of tourism, Angola’s biggest asset is definitely diversity,” Costa enthuses. “Not just naturally and not just culturally. The conditions that you find from one place to the other are so unique that you can go, within Angola, to 10 different places that feel like completely different countries. We literally go from a tropical forest, all the way to a desert in one row. Angola has partnered with different collaborators to assure the protection of these spaces. Whatever happens in Iona National Park is completely different from what happens in the Luengue-Luiana National Park (which feeds the Okavango Basin), and that’s completely different from what happens in the Quiçama National Park.”

She also believes that protecting such wild spaces enables wildlife to flourish.

“Nature has this incredible thing that is, to me, one of the most fantastic traits. It is resilient. Even now, with this Covid-19 situation, we have seen how resilient nature is. Wilderness itself can resuscitate, and wilderness can find a future – if we just know how to protect it.”

When asked about inspiration and the future, Costa cites other intrepid conservationists, Jane Goodall and Sylvia Earle as strong influences.

“If I have to send a message to young women around the world, what would it be? Do it. That’s something that I always say. Do it. Whatever it is that we set our minds to do. We can most definitely, definitely do it. We can achieve impossible things. I’m a minister today. That says a lot!”

 – By Melanie van Zyl

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Sport

Naomi Osaka Is The Highest-Paid Athlete Ever, Topping Serena Williams

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The 22-year-old Japanese tennis player racked up $37 million in earnings in the past year, more than any other female athlete in history.

Naomi Osaka was only a year old when Serena Williams won her first grand slam title in 1999. Nineteen years later, Osaka beat Williams at the U.S. Open finals to win her first grand slam. It was one of the most controversial matches in Open history involving three code violations called against Williams. Now the 22-year-old ace has beaten her legendary rival once again, this time for bragging rights as the highest-paid female athlete in the world.

Osaka earned $37.4 million the last 12 months from prize money and endorsements, $1.4 million more than Serena, setting an all-time earnings record for any female athlete in a single year; Maria Sharapova held the prior record with $29.7 million in 2015.

Osaka ranks No. 29 among the 100 highest-paid athletes, while Williams is No. 33. It’s the first time since 2016 that two women have made the ranks of the top 100 highest paid athletes, with the full 2020 list set for release next week.

“To those outside the tennis world, Osaka is a relatively fresh face with a great back story,” says David Carter, a sports business professor at USC Marshall School of Business. “Combine that with being youthful and bicultural, two attributes that help her resonate with younger, global audiences, and the result is the emergence of a global sports marketing icon.”

The ascension puts an end to a decisive winning streak for Williams, who has been the world’s highest-paid female athlete each of the past four years, with annual pre-tax income ranging from $18 million to $29 million. The 23-time grand slam champion has collected almost $300 million during her career from endorsers who have swarmed the 38-year-old star.

Osaka’s rise to the head of the charts was a perfect  convergence of several factors. She first proved herself on the court, with back-to-back grand slam titles at the 2018 U.S. Open and 2019 Australian Open. That plus her heritage—a Japanese mother and Haitian-American father—helped separate her from the pack; at only 20 when she won her Open title, she had a cool factor and engaging personality.

Osaka’s roots are crucial to her endorsement stardom. She was born in Japan. When she was three, she and her family moved to the U.S., settling on Long Island and then heading to Florida; older sister, Mari, also plays on the pro circuit.

She turned pro in 2014, a month before her 16th birthday. She cracked the WTA’s top 40 in 2016 and won her first title in March 2018 at Indian Wells. In the 12 months that followed, she became the first Japanese player to win a slam, and first Asian tennis player ever to be ranked No. 1 in the world.

Osaka maintains dual citizenship but made the wise choice to represent Japan ahead of the since-postponed Tokyo 2020 Summer Olympics. The decision made her an even hotter commodity for Olympic sponsors, like Procter & Gamble, All Nippon Airways and Nissin, who signed endorsement deals with Osaka to use her around marketing for the Games, now scheduled for summer 2021. She is expected to be one of the faces of the Olympics that had triggered unprecedented levels of excitement among the Japanese public before the coronavirus.

A Decade Of Highest-Paid Female Athletes

Tennis has been a winning strategy for highest-paid female athletes. Before Naomi Osaka arrived on the scene, Maria Sharapova and Serena Williams were the top earning women of the decade, holding the top spot for five and four years, respectively.

The last top-earning female athlete, outside of Williams and Sharapova, was Serena’s sister Venus in 2003. Tennis remains the only route for women to rank among the top-paid male sports stars. Sharapova, Li Na, Serena, and now Osaka are the only females to rank among the 100 top earners in sports since 2012. The highest-paid female athlete every year since Forbes started tracking the data in 1990 has been a tennis player, with Steffi Graf and Martina Hingis the top earners most of the 1990s. 

Tennis players are walking billboards in the only major global sport where men and women have some level of equality in their paychecks, thanks to similarly sized audiences tuning in to watch tournaments. Prize money at the four grand slam events has been even since 2007, although men still earn more at lower level tourneys.

The demographics of the tennis fan make sponsoring top players attractive for brands. At the U.S. Open last year, attendance skewed in favor of women by a ratio of 56 to 44, a rarity at big time sporting events; 78% held at least a bachelor’s degree versus 35% for the U.S. overall; the average household income was $216,000. This is a group with significant disposable income, ready to buy apparel, sporting equipment, cars, watches and financial services.

Steering Osaka’s brand is tennis powerhouse agency IMG, which leaned on its history with breakout female tennis stars when Osaka started blowing up, having represented Maria Sharapova and Li. Stuart Duguid is her lead agent at IMG.

The apparel deal is almost always the biggest endorsement for tennis stars, and Osaka’s timing was perfect there as well, as she hit the open market just after winning two grand slams. It triggered a free agency bidding war between Nike and Adidas—her previous apparel sponsor. The Swoosh emerged on top and paid her more than $10 million last year in an agreement that runs through 2025.

Osaka secured an extremely rare but lucrative provision in her Nike contract. The sportswear giant always requires its tennis players to be clad in Nike gear from head to toe, without any other logos on their shirts or hats. This is lucrative real estate for marketers, as cameras focus closely on the player as they serve or get set to return serve.

Nike never made an exemption for Serena, Sharapova, John McEnroe, Andre Agassi or any of the other marketable tennis stars in their stable. The only exception until last year was China’s Li Na; Osaka was the second, thanks to massive leverage with Sharapova headed for retirement and Williams turning 39 this year. Her “patch” deals are with All Nippon Airways, MasterCard and ramen noodle maker Nissin Foods.

Nike plans to launch an Osaka streetwear line in Japan in the fourth quarter, featuring hoodies, leggings and shirts, as well as a new collection each season. There will not be any tennis apparel.

Osaka now has 15 endorsement partners, including global brands like Nissan Motor, Shiseido and Yonex, whose tennis racquets she has used for more than a decade; almost all are worth seven-figures annually. 

Sharapova was 17 when she defeated Williams to win the 2004 Wimbledon crown. IMG quickly mobilized to lock up lucrative long-term deals for the Russian, who ranked as the highest-paid female athlete for 11 years before injuries and a suspension for taking a banned substance dented her earnings.

IMG got an education on marketing a female Asian tennis star with China’s Li. She was the first grand slam singles champion from Asia, man or woman, when she captured the 2011 French Open at age 29. IMG quickly secured seven multi-million deals, pushing her off-court earnings from $2 million to $20 million. She challenged Sharapova as the sport’s top earner until her retirement in 2014.

IMG used its expertise in Japan with Kei Nishikori, who has never won a grand slam but is the most successful Japanese male player ever, resulting in an endorsement portfolio worth $30 million a year.

Sharapova, Li and Nishikori paved the way for Osaka’s marketing breakthrough. “We were fortunate to have a very sophisticated office in Tokyo that already had the experience with Kei,” IMG’s head of tennis Max Eisenbud told Forbes last year. “The relationships in that region are important.”

With plenty of endorsement cash, Osaka partnered with several brands last year, with significant equity components, including emerging sports drink BodyArmor and Hyperice, which makes recovery and movement products.

BodyArmor marketing exec Mike Fedele says Osaka was one of inspirations for its “Only You” ad campaign launched this week. “Naomi is fiercely dedicated to perfecting her game on the court and a huge part of that is what she does off the court with her training, nutrition and hydration,”he says.

“I’m really interested in seeing a young business grow and adding value to that process,” Osaka told Forbes last year. “I tasked my team with finding brands that align with my personality and my interests.”

Brands are lining up to get into the Naomi Osaka business.

Kurt Badenhausen, Forbes Staff, SportsMoney

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Politics

‘It’s The People-To-People Connections That Make A Lasting Impact’

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Sahle-Work Zewde, Ethiopia’s first female president and the only serving female head of state in Africa, tells FORBES AFRICA why more leaders should use soft power to achieve shared growth.

Sahle-Work Zewde has her name etched in political history. A veteran public official having served as an ambassador to Senegal, Djibouti, and France between 1989 and 2006, before her presidency, Zewde was Special Representative to the African Union and Head of the United Nations Office to the African Union. In an email interview, Zwede, who was also on FORBES AFRICA’s list of ‘Africa’s 50 Most Powerful Women’ for its March issue, dwells on why the ‘Africa we want’ will only become a reality with the positive and significant transformation of women’s lives:

In your position, how are you moving to achieve more gender proportionality in Ethiopian politics?

I see my being in this position as both an opportunity and responsibility. I know that it is political will that has opened the way for me and many other women to assume positions of power and influence in the Presidency and the ministerial cabinet in Ethiopia. This stride is a major step forward for Ethiopia as a nation and also for the continent. However, things can regress and go back to how they were unless we take strategic and intentional action to build on the momentum. For me, the way forward is using my platform to empower and embolden the women coming after me. This can occur in two ways. The first is working on empowering the women who are in the workforce and especially in positions of leadership to reach their full potential and engage in activities that provide opportunities for the next generation of women leaders. The second is helping female students at both the university and high school levels to ensure that we have a steady stream of competent, educated and confident women ready to take over. As women in power, we have a responsibility to all the women that will come after us to ensure that their trajectory is easier than ours.

How must Africa change in this regard?

Although more progress has been achieved in terms of delivering on our promise to provide support towards women’s education, health services, access to finance and political participation in a growing number of African countries, much more needs to be done. As a continent, we must go beyond the rhetoric and provide tangible solutions for African women in all sectors. The ‘Africa we want’ will only become a reality with the positive and significant transformation of women’s lives and the extent of their participation in all walks of life.

What do the words ‘power’ and ‘soft power’ mean to you?

There is a clear distinction between ‘power’ and ‘soft power’. While the first uses any means to achieve a goal, the latter relies on influence through communication, understanding and healthy discourse. Soft power does not resort to violence or coercive methods to achieve the results sought. Serving as a diplomat for a quarter century and at the United Nations for over a decade, I became very knowledgeable of the utility of soft power to reach consensus and effectuate change.

For me, the idea of soft power is what we need to promote as a continent. For decades, our continent has been ravaged by civil war, ethnic conflict and infighting.

However, Africa is now enjoying more economic growth than it has ever had. What we need now is more leaders to exercise soft power, finding what unites us to achieve a vision of shared growth. Traditional governance sees the government as the sole owner and executer of international relations. However, with our increasingly globalized world, it’s the people-to-people connections that make a true and lasting impact and bond. Leaders of today have to detach from traditional views and adopt the more global perspective the times require.

– Interviewed by Renuka Methil

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