AFFORD is associated with a number of distinct products & activities. All are united by some common brand values. Our belief in African agency means

• Taking responsibility – an embrace by Africans that Africa's development & the welfare & wellbeing of Africans is ultimately the responsibility of Africans themselves.
• Hand-ups, not handouts – a belief that Africans, even very poor Africans, have innate capabilities & are hampered more by structural impediments, a lack of opportunities, & sometimes a lack of self-belief rather than helplessness; helping people to help themselves is what we are about.
• Forward-looking, upward-looking, aspirational – a belief that although Africa has had a difficult history, we are not victims; we can & must be a transition generation that makes a break with the past in a way that enables us to celebrate & build on past strengths & successes without being limited by past failures & injustices.
• Results oriented – a commitment to contributing to quantifiable, tangible benefits & changes in the lives of the people whose lives we touch, whose products we promote.
• Engaging the world on equal terms, not seeking favours – a recognition that we need to offer the world Made in Africa and Made by Africans products & services that compete, that embody quality, & offer value for money; we do not ask people to buy out of pity or moral duty.