It’s a warm afternoon in New York and a 25-year-old is walking down the street wearing a pair of Bathu sneakers, drinking a Chivita fruit juice and carrying a pack of Azam biscuits, totally oblivious that they are wearing a South African brand, drinking a Nigerian one and snacking on a Tanzanian one. In the next decade, this scenario could be more likely than it has ever been before as the days of...