Jess Moyer
Cushman & Wakefield l Broll
Director of Strategy and Research
When designing office spaces, one size definitely does not fit all – especially in Africa.
Culture shapes organisations and their people’s operations, impacting everything from office design to lease negotiations. Navigating these differences can be challenging for international companies, as Africa’s cultural diversity means there’s no one-size-fits-all solution.
The power of hierarchy: high power distance
Imagine walking into an office where the layout itself tells you who’s who. In many African countries, the concept of high power distance is deeply rooted. People are comfortable with a clear hierarchy where age and seniority are highly respected. So, it’s no surprise that private offices for managers are a common sight. These spaces aren’t just about privacy—they’re symbols of status and authority.
For multinational companies, this can be a bit of a culture shock. Used to open-plan offices that promote equality and collaboration, they might find their global standards don’t always translate well here. In Africa, a private office is more than just a room; it’s a statement.
Together we stand: in-group collectivism
Another cultural cornerstone in Africa is in-group collectivism. This is all about loyalty and strong bonds within groups, whether it’s family, community, or workplace. In the corporate world, this translates to a workplace that values harmony and mutual support.
The biggest success stories are where international standards are used as a starting point, and local decision-makers are empowered to contribute to localisation. Visual elements, such as the use of colour reflecting cultural values and organisational identity, act as reminders of shared roots and values, fostering a sense of belonging and pride among employees.
The Ubuntu spirit: humane orientation and collectivism
The concept of Ubuntu – “I am because we are” – is a powerful cultural force in Africa. It emphasises community, mutual care, and collective well-being. This humane orientation influences corporate real estate by encouraging the creation of spaces that promote social interaction and collective decision-making. Meeting rooms, communal areas, and spaces for informal gatherings are essential in African offices to support a strong sense of community and collaboration.
Infrastructure, environment, and work patterns
Practical factors such as infrastructure and environment also shape how people use office spaces and their work-from-home patterns in Africa. In hot climates like Mauritius, the air conditioning in the office becomes a refuge from the heat. In Nigeria, where electricity and internet can be unreliable at home, the office provides a stable work environment. However, traffic congestion, limited public transport, and parking in many African cities mean that people tend to stay for the entire day when they come to the office. This makes hot-desking less popular compared to Europe, where efficient public transport allows for more flexible commuting.
These infrastructure challenges drive a preference for dedicated desks and personal workspaces, ensuring employees have a consistent and reliable workplace. A robust IT infrastructure and backup power solutions are also critical to provide uninterrupted productivity.
Cultural impact on negotiations
Cultural dimensions also influence how lease negotiations are conducted in Africa. High power distance means that negotiations often involve senior executives, and respect for the hierarchy is paramount. The emphasis on relationships and collective decision-making can make negotiations more collaborative but also more time-consuming.
By understanding and respecting Africa’s unique cultural landscape, companies can create offices that look good and feel right. For multinational companies, culturally attuned real estate strategies are essential for success. So next time you plan an office in Africa, remember: it’s not just about the space but the culture that fills it.