Research shows that people want more from brands they love and shop from. In an era of economic strain, social inequality and daily uncertainty, consumers expect brands to go beyond product promises and play a role in solving real societal problems.
At the IMC Conference, The Lead Creative host Mongezi Mtati spoke with Stacey Jayne Saggers, Commercial Growth Director of Kantar, about insights from the Mzansi Consumer Barometer. The conversation explored how purpose, empathy and accessibility are becoming key drivers of trust, and why people are rewarding brands that show up for society.
Saggers notes that South Africans see through performative messaging. Brands that meaningfully engage in community issues, support local entrepreneurship, or make daily life easier are earning loyalty in ways traditional advertising no longer can. From Takealot’s township personal shopper initiative to small businesses using WhatsApp to enable seamless, trusted transactions, it’s clear that innovation grounded in community is what now defines modern brand leadership.
She argues that silence in the face of national challenges is itself a statement — and that real leadership means contributing to the country’s progress, not just to profit margins.
Look out for:
- Insights from the Kantar Mzansi Consumer Barometer
- What brands can do to reconnect with audiences
- How WhatsApp is driving e-commerce and connection
- The rise of township entrepreneurs shaping retail’s future
Watch the full conversation below:
Thanks to our partners Soweto Media, for the production and editing.
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