Abstract:

Abstract Purpose- The singular purpose of this study is directed at answering a fundamental question and it’s immediate focus would be on Africa. The question is premised on the Sustainable Development Goal “WHY IT MATTERS” Micro-scoping the importance as it concerns Africa and Africans. Design/ approach/methodology- A qualitative research method was adopted during the study. Findings- The findings and conclusion is that Sustainable development matters and a necessity to help close certain gaps in human living index for Africa and African. Many Africans especially in the rural environment are not aware of the sustainable development goals. Second, Africa needs more education, information, workshops and seminars regionally to enlighten the people on the importance the SDG goals. Third, even the urban dwellers are less concerned on how to drive and achieve the SDG among the participants interviewed. Finally, unanimously the respondents agree that poverty, food insecurity, gender and infrastructure development are the major challenge facing the continent and with this the Sustainable Development Goals are must for Africans, therefore it matters. Research limitations/ implications- The limitation of this study is that it was carried out in just three countries in sub-Saharan Africa. Therefore, the generalized study results about Africa are only limited to a few African nations. It was challenging gathering data as most participants were adamant about providing information based on trust deficit prevalent in the continent. Some participants altogether felt uncomfortable participating in the research. Key Words: - Sustainability Development, Africa, poverty, food insecurity infrastructure, gender