In July 2022, the UN published its World Population Prospects 2022 report and predicts that Sub-Saharan Africa will almost double in population by 2050 and Nigeria will become the world's fourth largest country matching the US in population size. However, both in business and academia, the continent has been largely neglected. Companies still use the EMEA label, covering Africa from Europe. Many academic studies show a continent largely shaded in grey, indicating "no data available". Well, it's about time that we shift our attention to this fascinating continent.