Since the early 2000s, Zimbabwe has faced political and economic crises that have forced millions of Zimbabweans to seek refuge abroad. These crises, exacerbated after the March 2008 Zimbabwean elections, saw the late President Robert Mugabe’s violent crackdown on political opposition, which resulted in a large number of Zimbabweans fleeing for their safety. Alongside political turmoil, the country’s economic collapse marked by hyperinflation, job scarcity, and skyrocketing prices left many Zimbabweans with no choice but to migrate in search of better opportunities. Today, it is estimated that over five million Zimbabweans are living outside their country, many seeking a better life in neighbouring South Africa (Moyo, 2021).
Initially, many immigrants hoped that their stay abroad would be temporary and that they would return once the situation in Zimbabwe improved. However, after almost two decades of economic instability, political repression, and widespread poverty, many Zimbabweans remain in South Africa, uncertain when or if they will return. Despite these challenges, Zimbabweans continue to make significant contributions to the South African economy, including filling critical jobs, particularly in industries where there is a shortage of local labour.
Unfortunately, the influx of immigrants has been met with growing xenophobic sentiment. Xenophobia is defined as prejudice or hostility toward individuals from other countries, often manifesting in violence or discriminatory practices. This has been evident in South Africa, where foreign nationals, especially Zimbabweans, have faced verbal and physical attacks, fueled by a combination of economic insecurity, political rhetoric, and a historical legacy of discrimination. The scapegoating of immigrants often distracts from the real challenges South Africa faces, including poverty, unemployment, and service delivery failures.
In the face of this crisis, South African brands have a unique opportunity and responsibility to promote compassion, unity, and empathy. By standing against xenophobia, brands can not only foster a more inclusive society but also build stronger consumer loyalty and trust. Brands have a significant influence on public opinion and can set an example for how businesses can be a force for good in society.
Advocating for Inclusion and Empathy
Brands can use their platforms to share messages of unity and compassion, challenging xenophobic stereotypes and promoting the contributions that immigrants make to the country’s economy and culture. By showcasing the stories of immigrants, their hard work, and their aspirations, brands can humanize the issue and combat the dehumanizing rhetoric that often surrounds the topic of migration. For example: Companies like Nando’s have long used satire and humour to comment on South African social issues, including xenophobia. In 2015, Nando’s released a TV ad #NandosImmigrationAd highlighting the absurdity of xenophobia, urging South Africans to embrace diversity. Such campaigns can be powerful tools in reshaping public attitudes toward immigrants.
Creating Economic Opportunities for Immigrants
South African brands can also help by providing economic opportunities for immigrants, ensuring they have fair access to employment and fair wages. By doing so, they demonstrate that immigrants are not “taking away” jobs, but rather contributing to the growth of the economy and the prosperity of all South Africans.
Example: Brands like Pick n Pay have been known to employ foreign nationals in various sectors of their operations, from retail to logistics. By ensuring that immigrant workers are treated with dignity and respect, brands can model positive behaviour and set a standard for the rest of the private sector.
Collaborating with NGOs and Government
Collaboration with non-governmental organizations (NGOs) and the South African government is another way brands can address xenophobia. By supporting organizations that provide assistance to foreign nationals, such as legal aid, education, and healthcare, brands can help alleviate some of the challenges immigrants face. Furthermore, brands can advocate for more inclusive immigration policies and ensure that their corporate practices align with South Africa’s constitutional commitment to human rights and dignity for all people.
Example: The South African Human Rights Commission has worked alongside businesses and civil society to promote anti-xenophobia campaigns. Brands that partner with such organizations or contribute to policy discussions can create a more supportive environment for foreign nationals.
The Government’s Role in Addressing Xenophobia
However, brands alone cannot solve the problem of xenophobia. The South African government must take decisive action to address the systemic inefficiencies and harmful policies that fuel xenophobic violence. While the country has made significant strides in improving race relations since the end of apartheid, the immigration policy remains rooted in outdated assumptions that paint immigrants as a threat to national security and economic stability. This flawed narrative has been exacerbated by politicians who use xenophobia as a tool for electioneering and as a distraction from the government’s failures in delivering basic services.
The recent inflammatory comments made by Minister in the Presidency Khumbudzo Ntshavheni, who remarked “We will smoke them out” regarding informal miners in Stilfontein, are a stark example of how harmful rhetoric can inflame xenophobic sentiment. These remarks reflect a failure on the part of the government to uphold its commitment to the National Action Plan to Combat Racism, Racial Discrimination, Xenophobia, and Related Intolerance. The state must take more responsibility in addressing the root causes of xenophobia, including poverty, unemployment, and the lack of social integration for immigrants.
South African brands have a significant role to play in combatting xenophobia by promoting empathy, creating inclusive economic opportunities, and partnering with NGOs to support vulnerable communities. While the government must also take responsibility for addressing xenophobic violence and enacting fair immigration policies, businesses can be powerful agents of change. By standing up against xenophobia, South African brands can help build a more compassionate society, where people from all backgrounds are valued and respected.
Collective action by both brands and the South Africa government can cultivate a market of compassion that prioritizes unity over division and empathy over hate. This shift is not only good for society but also beneficial for business, as it fosters a more inclusive, diverse, and harmonious market.
