Biz Community: Why power cuts are an opportunity for brands



Why these rolling blackouts are an opportunity for brands

These are tough times for consumers and companies alike. But, the opportunity for brands to provide a bit of light in the darkness has never been greater.

Sarah Gooding, Biz Community, Feb. 26, 2019

It's like the country is stuck in a bad dream that's constantly on repeat. Only instead of losing teeth or forgetting to study for an exam, we find ourselves drowning in wave after wave of power cuts and an endless sea of frustrations.

The year might have begun with improved consumer confidence, but that was before Eskom once again decided to crash the party. Given that it’s only February, it’s all a bit tough to swallow, especially when many economists are predicting another rough year of price increases. 

As South Africans, we’re a pretty resilient bunch. But, the increasing burden of rising costs and bad service delivery is undoubtedly taking its toll. 

Already research shows that South African consumer expectations are at an all-time high. According to WE Communication’s Brands in Motion (BIM) study for 2018, this applies not only to brand innovation but also to ethics. 

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