The world expects a lot from brands. South Africans expect more amid staggering unemployment, climate change and political concerns
Business Live, May 8, 2024
It’s less than a month until South Africans head to the polls and the sense of anticipation is palpable; across the country people are bracing for a possible turning point in the political landscape and now, more than ever, they are seeking stability against a backdrop of uncertainty. As a result, we’re seeing a profound shift in their expectations of brands.
According to We.'s Brands in Motion research, about 92% of South Africans believe all brands should invest to make the world a better place. While this level of expectation among local consumers is nothing new, what is changing is where and how they want to see that investment materialise. Though aspirations of social justice, diversity, equity and inclusion remain essential foundational elements of a strong corporate reputation, other urgent, more personal concerns surrounding the cost of living, climate change, employee welfare and AI have leapt to the top of the agenda.
(Photo courtesy of Business Live)
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