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Beyond the Quarry:
Why Africa's Minerals Are a Branding Opportunity

01

Africa holds more than a quarter of the world’s known critical mineral reserves, including some of the highest-grade copper, manganese and bauxite deposits anywhere.

02

Despite holding close to 30% of global critical mineral reserves, Africa captures only around 10% of global revenue from them.

03

The DRC alone supplies roughly two-thirds of the world’s mined cobalt. Rwanda is among the largest producers of tin, tantalum and tungsten globally.

04

Zimbabwe, Zambia, the DRC and Namibia are already legislating and building toward local processing rather than raw export.

05

Moving up the value chain is not only an infrastructure question. It is a positioning question, the same one facing any premium good leaving the continent.

By Zinzile Vuma, Founder and CEO, Zambezi Strategy Group

Perspectives — July 2026

Beyond the Quarry: Why Africa's Minerals Are a Branding Opportunity, Not Just a Trade Story

By Zinzile Vuma, Founder and CEO, Zambezi Strategy Group
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Hands holding raw copper and cobalt ore
Hand-sorted copper and cobalt ore. The raw material behind the modern battery and electronics supply chain.
Photograph: Governance and Economic Policy Center, gepc.or.tz

There is a photograph that circulates often in coverage of Africa's mining sector: two open palms, cupped and calloused, holding a mound of raw ore streaked with malachite green and cobalt blue. It is usually captioned as a story about labour, or about extraction. We think it should be read differently.

Those hands are holding the raw material of the next industrial era, and increasingly, the opening chapter of a story about who gets to define its value.

The gap is not geological. It is structural.


What the Ground Actually Holds

Africa holds more than a quarter of the world's known critical mineral reserves [1], including some of the highest-grade copper, manganese and bauxite deposits anywhere, alongside major lithium reserves. The continent accounts for more than 60 percent of global reserves of platinum group metals, tantalum, cobalt and chromium, along with 37 percent of global manganese and 25 percent of global graphite [1].

The country-level detail is just as striking. The Democratic Republic of Congo alone supplies roughly two-thirds of the world's mined cobalt and produces close to two million tonnes of copper a year [4]. Rwanda is among the largest global producers of tin, tantalum and tungsten. Tanzania sits on one of the largest premium-grade graphite deposits on Earth [4].

Africa's Share of Global Reserves, by Mineral
Platinum group metals, tantalum, cobalt & chromium0%
Manganese0%
Graphite0%
Copper0%
Source: McKinsey & Company, June 2026

The Provenance Gap

Extraction is not where the value stops for most of the world's resource economies. It is where the value starts. Africa's role in extraction is already large, accounting for a substantial share of global manganese and cobalt output, but its role in refining remains thin, in the single digits for copper and most other critical minerals [2].

Despite holding close to 30 percent of global critical mineral reserves, Africa's share of global revenue from those same minerals sits at around 10 percent [3]. Ore leaves the ground and leaves the continent, and the margin, the branding, the provenance story, all of it gets built somewhere else.

"Africa holds close to 30 percent of the world's critical mineral reserves. It captures roughly 10 percent of the revenue."

This is the same structural question we see across African luxury goods more broadly, and it is why we do not treat minerals as a separate conversation from brand strategy. A diamond mined in Botswana and a copper ore mined in the Copperbelt face an identical question: who gets to own the story of where value was created, and who gets to keep the value once that story is told well?

Reserves Held vs. Revenue Captured
Share of global critical mineral reserves0%
Share of global critical mineral revenue0%
Source: Brookings Institution, June 2026

What Is Already Changing

Governments are moving. Zimbabwe has committed to banning raw lithium concentrate exports by 2027 to force local processing. Zambia and the DRC are co-developing a cross-border battery and electric vehicle economic zone. Namibia is positioning itself as a green manufacturing hub, targeting a fourfold increase in exports and 250,000 new jobs by 2050 [3]. The African Continental Free Trade Area gives these ambitions a continental scaffold, a framework where one nation can extract, another can process, and another can manufacture, with the resulting value staying inside African borders.

The economics back the ambition. Coordinated approaches, clustering mining operations to share infrastructure, ports and processing plants, could unlock up to 40 billion dollars in incremental value across Africa's mining ecosystem and create more than three million jobs by 2035 [1]. Four potential mineral clusters in southern Africa alone could generate between 15 and 20 billion dollars in revenue and 1.85 million jobs [1].

Regionally, the East African Community's own mineral belt, running from Ethiopia and South Sudan down through the DRC, Uganda, Kenya, Rwanda, Burundi and Tanzania, is large enough to rival established mineral regions elsewhere in the world [4]. What the region still lacks is a coordinated plan for governing and capturing that value collectively, again a framework problem rather than a resource one [4].

What Coordinated Clustering Could Unlock by 2035
$0B
Incremental value across the mining ecosystem
0%
Increase to continental GDP
0M+
Jobs created
$0B
Southern Africa cluster revenue potential
0M
Jobs from southern Africa clusters alone
Source: McKinsey & Company, June 2026

Where Brand Strategy Comes In

Most coverage of Africa's minerals boom stops at what leaves the ground. ZSG works on what happens after. A country or company that processes its own copper, polishes its own gemstones, or refines its own graphite still has to convince the world that the value is real, worth a premium, and worth trusting. That takes a disciplined narrative and a credible framework for how the story reaches buyers, investors and partners. Visibility is not the same as provenance, and treating exposure as if it were is where most institutions get this wrong.

Africa's mineral wealth has never been the constraint. What has been missing is a carved-out strategy for presenting that wealth, and the industries built on it, as premium, sovereign, and worth paying for accordingly. That is true of a gemstone with a documented country-of-origin story sold into a heritage house. It is equally true of a processed mineral or a manufactured battery component sold as a credible input rather than a commodity.

The hands in that photograph are not just holding ore. They are holding the opening chapter of a story about who gets to define value on this continent.

Sources
1.African Bedrock: How the Continent’s Minerals Can Help Power the World, McKinsey & Company, June 2026.
2.Unlocking Africa’s Critical Minerals for Broad-Based Prosperity and Global Competitiveness, Brookings Institution, January 2026.
3.How Africa Can Benefit From the Global Mineral Rush, Brookings Institution, June 2026.
4.Critical Minerals: EAC Destined for a Large Critical Minerals Block, Yet Benefits Remain Elusive, Governance and Economic Policy Center.
Topics: African critical minerals · Mineral provenance · AfCFTA strategy · DRC cobalt · Critical minerals value chain · Southern Africa mineral clusters · Zambezi Strategy Group