Delivering the 'truth' about the mass market

Says Kgaugelo Maphai, national Trade marketing manager, SABC Radio, "It's no secret that the old, negative perception of the majority black consumer market not having the money to spend on luxuries still exists, especially among marketers. But this lack of updated black consumer market knowledge and subsequent biased media placing is not entirely their fault because research on the black consumer has not been consistently collected, interpreted and shared efficiently over many years - until now."

The Truth Programme aims to clear up misconceptions about black consumers, such as that they live in townships because they have to, use public transport because they can't afford a car and don't go to the movies or eat out at restaurants because they don't have the spare cash; and steadily proves that although there are 2 million Black Diamonds with money to burn on luxury goods (of which 1.5 million live in the township), the other 21.9 million black consumers out there, have the "extra" money too.

Maphai explains, "The truth is that many people choose to live in and run their businesses from the township, and that you will find a branded washing machine in three-room homes, branded home cleaning products in kitchen cupboards, and more and more malls and building warehouses popping up in - and around - the 'ghetto'." Coincidence? SABC Radio thinks not.

The second phase of the Programme will involve taking marketers, creatives included, from clients and advertising agencies into the main and lesser known townships so they may see and experience firsthand all unique black consumer insights.

These experiences will include visits into people's homes, meeting township business owners and insights into media consumption in the respective areas. Maphai concludes, "The Truth Programme is designed to get people thinking and talking about the negative perceptions they may not even know they have about the black consumer market, with the aim of changing them."