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Our brave new identity

An Absa inspired by you


Africans are remarkable. We’re made of potential and perseverance and we can always find solutions. This film is a celebration of that tenacity and ingenuity. It’s a demonstration of innovations, inventions and hacks – uniquely African ways to solve problems. It’s about the way we get things done.

Africanacity defined

A new word for our new purpose.

There’s a way of doing things that’s unique to our continent. Of meeting every challenge with tenacity, ingenuity, positivity and creativity.

At Absa, we call this Africanacity: the distinctly African ability to always find ways to get things done. It’s the driving force behind everything we do. That’s Africanacity. That’s Absa.


If you have any questions about the rebrand and what it means to you, you’ll find all the answers here.