MAIN FEATURE
K C A B G N I V I G S D BRAATNING THE BRANDS WHO MAKE A
CELEBR OMMUNITIES C R U O IN T C PA IM E V TI SI O P
Young recipient excited to receive his first pair of gumboots courtesy of BBF Safety Group and The Happy Feet Youth Project.
T
he top personal value that motivates consumer behaviour in South Africa’s townships is a strong sense of social duty, rather than the search for personal opportunity that drives consumers in other segments of the market. That’s according to GFK Consumer Life – a longitudinal survey GFK conducts in 25 countries, including South Africa, each year. The research also revealed that we attach a high importance to social responsibility. We aim to help ourselves in a way that will help our neighbours and peers at the same time. Thankfully, there has been a shift in recent years of brands choosing to go beyond just making money. Being locally relevant has become the new buzzword,
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and these brands have now become grounded and familiar within the communities in which they operate. Adapting to this way of thought has given rise to fresh marketing and social investment ideas that directly benefit and make sense to township communities. As township traders, we should always aim to support brands that continue to show a concerted effort in making a big impact and driving change within our communities. By continuing to support them, our communities benefit by being uplifted, leaving a lasting, positive impact on us all. In the spirit of giving back, let’s acknowledge some of the brands making waves and changing lives.
