The 2024 report, “The Township is Everywhere,” focuses on how township communities are no longer seen as isolated or secondary markets but as key drivers of South Africa’s economy, with an estimated R900-billion in spending power. The report emphasises that brands are falling behind in leveraging digital platforms to connect with increasingly digitally savvy township residents, with many consumers citing brand inactivity on social media as a trust detractor.

This year’s findings also reflect growing concerns around brand safety, as counterfeit products impact consumer trust and the need for stronger brand verification practices emerges. With over 30% of respondents open to digital verification methods like QR codes, brands have a clear opportunity to ensure product authenticity and protect their reputations.

The report encourages brands to engage meaningfully, support community development and address core needs in the evolving, digitally connected township landscape.