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For decades, brands controlled discovery. Media budgets dictated visibility. Creative dictated perception. And consumers followed. That model is broken. Today, discovery doesn’t start with brands—it starts with people, platforms, and communities. Social media has effectively become the new search engine, with consumers turning to platforms like TikTok, Instagram, and YouTube as their first point of discovery for products, services, and even opinions. But more importantly, they are not searching for...Continue Reading

In today’s market, brands are listening more than ever. Tracking sentiment. Running surveys. Monitoring social conversations and yet — many are still getting it wrong.Because what consumers say and what they do are no longer the same thing. Welcome to the growing tension between consumer sentiment and consumer reality — and why understanding this gap is becoming one of the most important strategic advantages for brands in South Africa. The...Continue Reading

Ghosting means breaking off a relationship by stopping all communication and contact with the partner without any apparent warning or justification, as well as ignoring the partner’s attempts to reach out or communicate. Let us think relationship marketing and efforts driven to sustain a relationship with the said customers. It is apparent that ghosting is topical in the social spaces this is in terms of affectionate relationship in this way...Continue Reading

The Zeitgeist in our sociological setting dictates that the lighter one is – from a pigmentation point of view – the lighter you are on the eye. Is this a complete fallacy or a truism crafted by society that would have to be adapted as a norm? Pearl Thusi, actress and radio personality, relays in the Mail and Guardian that she suffer from what she terms MDD- Melanin Deficient Darkie...Continue Reading

Youthphoria: Today’s youth do not look at the workspace the same way it was viewed a decade ago. No longer is work about gaining experience as way to further ones career where it was about the more experience one had, the better positions one acquires in the company. The new digital age has changed all of that, as it has allowed the younger generation to become really successful at much...Continue Reading