# African Middle Class Photography Ulrik Tofte Captures a Different Side of Africa By Vasiliki Marapas | Published 2014-10-10 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/ulrik-tofte References: [featureshoot](http://www.featureshoot.com/2014/10/ulrik-tofte/) & [ulriktofte.biz](http://www.ulriktofte.biz/) Ulrik Tofte's latest project, titled 'The Key is Not to Blink,' focuses on the growing middle class population in Northern Ghana. The changing socioeconomic climate has resulted in a shift to a more individualistic culture; one in which [young people can dare to dream](https://www.trendhunter.com/trends/where-are-you-going). However, these dreams may conflict with traditional values; pop culture and consumerism are likely to collide with ancient beliefs and family commitments, creating a shaky landscape for youth to navigate. One thing is for sure: this series is a departure from the typical photography we're used to seeing out of Africa, featuring crippling poverty, famine and war. Instead, Tofte's series is a narrative hope, desire, anticipation and redemption. Progress may be slow, but it is possible. The greatest difficulty for these countries will be reconciling the future and the past. ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 65% | Activity: 47% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Photography](https://www.trendhunter.com/stylephotography) ## Key Themes ### Why This Trend Is Growing - **African Middle Class:** Opportunity to explore and showcase the growing middle class population and their shifting values and aspirations in Africa through marketing campaigns, product development, and services. - **Individualism Vs. Traditional Values:** Opportunity to create innovative solutions addressing the conflict between individualistic culture among African youth and traditional values, including technology platforms, educational programs, and community outreach. - **Hope and Progress:** Opportunity to promote the stories of hope, progress, and positive change in Africa through media campaigns, social initiatives, and cultural events. ### Industries Being Reshaped - **Photography:** Opportunity to capture and showcase the diverse narratives and perspectives of African middle class communities through creative and authentic photography. - **Consumer Goods:** Opportunity to tap into the growing African middle class market with consumer goods and services reflecting their unique aspirations and values, and to support local entrepreneurs creating innovative products. - **Education and Training:** Opportunity to provide education and training programs empowering African youth to navigate the changing socioeconomic landscape, reconcile traditional values with modern aspirations, and drive positive change in their communities. ## Related on Trend Hunter - [African Identity-Inspired Exhibitions](https://www.trendhunter.com/trends/african-identity.md) - [Artful Cultural Centers](https://www.trendhunter.com/trends/centre-des-cultures-et-spiritualits-ews.md) - [Unfinished Mall Textile Installation](https://www.trendhunter.com/trends/super-limbo.md) - [Contemporary African Designs](https://www.trendhunter.com/trends/daily.md) - [African Culture-Honoring Chair Designs](https://www.trendhunter.com/trends/kundung-pembe.md) - [Travel-Inspired Canvas Paintings](https://www.trendhunter.com/trends/the-passport-series.md) - [West African Design Shows](https://www.trendhunter.com/trends/design-in-west-africa.md) - [Ghanaian Art NFTs](https://www.trendhunter.com/trends/kojo-marfo.md) - [Photography Project Series](https://www.trendhunter.com/trends/still-life-1.md)