Marketing & Selling

We have unveiled our sixth annual What Matters report, in collaboration with in-house cultural strategy experts from Space Doctors. This year’s edition explores eight trends that illuminate how identities are being reshaped. The report also provides insights to help brands navigate a world where contradictions are the new normal. Together, these insights point to trends shaping culture and consumer expectations.

Why does global luxury still treat African consumers as if they haven’t learned “good taste” yet? I dismantle the tired assumption that visible luxury signals a lack of sophistication. At the same time, I challenge the belief that European restraint automatically signals refinement.

There is something unmistakable about December in South Africa. The air smells of sunscreen and braai smoke. Shops hum with Mariah Carey. Suddenly, we become more generous with time, money and indulgence. It is a season of joy, and rightly so. After a long year, we want to celebrate. We spoil the kids, book the trip and buy the gift. We chase moments that feel like a reward. However, December splurges vs January realities tell a different story once the festivities end.

Following a recent trip to the West Coast of the USA. My experiences in the advertising industry there inspired me to explore what could elevate the South African approach. The goal is to make our industry a world leader in advertising.

As South Africa approaches the holiday period, most industries begin to wind down. Retail, however, does the opposite. While other sectors move toward closure and rest, retail accelerates. Stores extend hours. Customer volume rises sharply. The strain begins early. The human cost of peak season becomes visible long before December arrives.

Over the past decade, society has started switching to glass bottles to avoid microplastics. As it turns out, that big sustainable swap comes with 50 times the microplastic payload. According to recent research by the French Agency for Food, Environmental and Occupational Health and Safety (France's ANSES), the war between glass bottles and plastic ones is a red herring.

Most South Africans already run their businesses on WhatsApp. A hair salon takes bookings through voice notes. A courier firm shares delivery updates using photo messages. A restaurant sends out its weekly menu via broadcast. What began as an informal backchannel for orders and service has now become the country’s most entrenched digital business tool. In fact, for many, WhatsApp serves as the foundation of their daily business operations.

As South Africans gear up for the Black Friday rush, the excitement of “unmissable” deals intensifies. The promise of saving big often hides a deeper truth. Most shoppers end up spending more, not less. This reality reflects the hidden cost of bargain-hunting, which often slips past unnoticed. The thrill of discount shopping can quietly erode long-term wealth.

As the world prepares for another Black Friday on 28 November, South African small and medium enterprises (SMEs) have a golden opportunity. They can stand out from big brands by offering value-driven, authentic alternatives. SMEs should prioritise visibility over discounts during this period to connect with their communities and build brand awareness.

Black Friday has become a make-or-break moment in retail. With online sales climbing by over 30% during the four-day window from Black Friday to Cyber Monday, when there are already over 1 billion e-commerce transactions annually in SA, this single weekend represents the biggest revenue spike of the year for most retailers.