Marketing & Selling

Customer Experience (CX) and consumer behaviour have entered a more demanding phase. While AI has gone mainstream, customers remain stubbornly human. They do not reward brands for deploying technology. They reward brands for solving problems quickly, fairly and with genuine empathy.

2025 marked a watershed year for marketers in South Africa. Consumer behaviour shifted rapidly. Technology accelerated at a pace. As a result, brands that once relied on traditional media rhythms had to rethink strategy, storytelling, and speed. These shifts clearly illustrate how marketing changed in 2025.

Data from South Africa's year-end trading period signals resilient consumer demand. It also highlights a strong foundation for continued growth in digital transactions across business and consumer segments. As businesses of all sizes embraced digital payments, transaction volumes and values maintained strong momentum. The 2025 festive season trade results reflected this robust consumer activity.

Corporate reputation now carries measurable value. Companies with strong reputations can realise as much as 4.78% in additional annual shareholder returns. This creates a global 'reputation economy' worth an estimated $7.07 trillion, according to our landmark new study.

How often have you picked up your phone “just to check something quickly”, only to lose 20 minutes down a digital rabbit hole? This all-too-familiar habit is known as doom scrolling. It involves endless and often mindless consumption of online content. The habit leaves us more drained than informed.

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.