Biz Community: Why power cuts are an opportunity for brands

WE in the News



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. 

In search of stability

We see this reflected in the 68% of South African respondents who believe that technology will enable them to do more amazing things in less time, as well as the 99% of respondents who believe that companies have a responsibility to use technology ethically – a higher percentage than any other country in the world. 

It’s clear that the less control South Africans have over certain aspects of their lives, such as public service delivery, the more they’ll seek stability in areas they feel they can control. 

So, what does this all mean for local brands? 

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