Social Mission

Let there be justice for all. Let there be peace for all. Let there be work, bread, water and salt for all. Let each know that for each the body, the mind and the soul have been freed to fulfill themselves.  Nelson Mandela 

We envision a more socially just and better world, in which the freedom, justice and dignity of all are respected- where everyone has an equal opportunity for a good life-access to food, clean water, shelter, work, education and healthcare and no-one is restricted from living a “good life” because of their gender, who they love, the colour of their skin, disability, socio-economic class, caste or whatever global geographical area they happen to have been born into; this leads to suffering for individuals, communities, and societies as a whole. 

Overcoming poverty is not a task of charity, it is an act of justice. Like slavery and apartheid, poverty is not natural. It is man-made and it can be overcome and eradicated by the actions of human beings. Sometimes it falls on a generation to be great. YOU can be that great generation. Let your greatness blossom. Nelson Mandela

Education is the most powerful weapon which you can use to change the world. Nelson Mandela

TANAKA AFRICA’s mission is to raise consciousness and inspire change “through one piece of African art home decor at a time”; that’s why we say “Take a piece of Africa home”. We want to help customers understand that “they can change the world and make a difference” through consumerism and that they can help others by helping themselves. 

TANAKA AFRICA wants to culturally enrich your home by imbuing it with the ambiance and nuanced stories of Africa with handmade art home decor products while honouring the artisans who make them. Art is a universal language that connects across cultures and communicates in a visceral and emotional tone that all can understand. Art can be a platform for dialogue and social change that can inspire a new vision. Art invites us to reflect on which stories we choose to value and privilege and which narratives we choose to exclude and ignore. Africa’s stories have historically been muted and we believe that we can change this tradition through the shifting of our societal attitudes towards power, privilege, justice and equality. We are convinced that a piece of Tanaka Africa’s art home decor residing with you in your home can become a symbol of social change tangibly celebrating and privileging the story of African culture and heritage-and a conversation.

Tanaka-is a Zimbabwean Shona language term meaning 'We are beautiful' and TANAKA AFRICA believes that “we can be beautiful together”. We believe in “trade-not aid"-a fair trade reciprocal exchange. Purchasing African artisans’ products is a concrete and powerful action for social change- it is a potent tool in the global redistribution of wealth and resources as it empowers artisans’ local economy, sustains and creates artisanal jobs, preserves traditional African design practices that have been passed down through the generations and celebrates the cultural heritage of their community. It is our mission to help customers understand that “they can change the world and make a difference” through consumerism and that they can help others by helping themselves.