COVID reset: Understanding South African customers’ needs and expectations

Ivan Moroke/July 2021

For the most part, the conversation in marketing circles has been that digital transformation has proved to be more valuable than ever during the pandemic. But is that all a brand needs to do to be relevant in these uncertain times, and in the future? Is it all just about convincing the C-suite to fully embrace digital maturity and we’re all set?

A recent survey by Kantar shows that when it comes to customers’ needs and expectations, South African consumers want more. They want businesses to be more helpful than ever in a time where they need it most. And many business owners have heeded the call, with 75% increasing or introducing e-commerce options, 67% pivoting their businesses to adapt to new conditions, and 75% investing in marketing and innovation.1



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