The (Re)Measurement of the World

Maps have misrepresented the size of Africa for centuries. The African Union recently endorsed the Correct-the-Map initiative, calling for a revision of the so-called Mercator map and advocating the use of the Equal-Earth map, which accurately reflects Africa’s true size. This could foster a new sense of self-confidence on the continent—and change how investors perceive it. The global media reaction has been clear.

How big is Africa? Probably much bigger than you think.

The perception of the continent is still largely shaped by the 16th-century Mercator map, which has entrenched a distorted image of Africa in people’s minds. For example, Greenland and Africa appear roughly the same size on this map—though Africa is 14 times larger than Greenland. In reality, Africa is three times the size of Europe and larger than North America. This distortion is not malicious but technical, as the Mercator projection was designed for navigation and had to account for the curvature of the Earth.

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Last Tuesday, the African Union officially supported the Correct the Map initiative which aims to correct this representation and ensure that the true scale of Africa is communicated. A petition was launched calling for the adoption of the Equal-Earth map. The topic has made headlines internationally in major media outlets, including The New York Times, Süddeutsche Zeitung, NZZ, BILD, The Times, and Reuters. DIE ZEIT headlined: “Make Africa big again.”

Spain’s El País emphasized that “maps are not innocent drawings,” highlighting that correctly depicting Africa has technical, symbolic, and diplomatic significance. While The Guardian published an opposing view defending the Mercator projection, noting that all maps distort and Mercator was historically intended primarily for navigation, the overall response has been clear: it’s time to set the record straight.

Does awareness shape reality?

What changes when perception aligns with reality? For Africans themselves, this adjustment boosts self-confidence. They already know the true size of their countries, but now the rest of the world will too. This could also have tangible effects on investment. In many ways, Africa is the opposite of a “paper giant.” For example, Ethiopian Airlines, a Star Alliance member since 2011, is one of the world’s largest airlines with a vast network (132 destinations in 83 countries) but often flies under the radar of many observers.

Potential implications for investors:

Changed perception of market size & potential The Mercator distortion makes Africa appear small and marginal. A fairer map, like Equal Earth, would present Africa as visually dominant, highlighting its economic potential. Analysts suggest that improved perception could lead to better-informed investment decisions (Firstpost).

Lower risk premiums through changed media coverage

Media reporting negatively about Africa leads investors to overestimate risk, costing the continent up to £3.2 billion annually in inflated interest on sovereign bonds (The Guardian). A more positive, realistic depiction could reduce perceived risk and lower investment costs.

Boost in self-confidence within Africa

Accurate maps could strengthen national and continental identity, especially among young populations—promoting innovation, entrepreneurship, and local investment (El País, Reuters).

Political narratives & global standing

The AU links the map discussion to issues like reparations, representation, and global justice (Firstpost, Reuters), creating a narrative that presents Africa as an emerging, independent market—an attractive signal for investors.

Technological and institutional support

Institutions such as the World Bank already use Equal Earth or Winkel-Tripel projections.

Conclusion for investors

Shifting to maps that reflect Africa’s true size changes perspectives on multiple levels. The continent becomes more visible, no longer perceived as marginal but as a central player in the global economy. Media perceptions could also shift from stereotypical negative portrayals to more realistic risk assessments, lowering capital costs for investors.

Locally, accurate mapping strengthens confidence and innovation among Africa’s largely young population. Politically, Africa can assert itself as a self-determined, emerging economic region. For investors, this represents a strategic growth market that is hard to ignore.

Transitioning to maps that reflect Africa’s real size and significance is not only a cultural or educational correction—it also presents real economic opportunities. Investors could benefit long-term as Africa is seen not as a marginal region, but as a strategic growth market with young, dynamic populations.

Africa is far from a “paper giant”; it is a dynamic place of genuine potential—from solar energy and fintech to logistics and digital infrastructure.