As the 2026 Buy Local Summit & Expo nears its close, Pat On Brands caught up with Proudly SA CMO Happy MaKhumalo Ngidi to reflect on the conversations shaping South Africa’s local business landscape.
Held in Sandton, Johannesburg, the 14th edition brought together senior government officials, industry leaders, financiers, and entrepreneurs, with over 200 local exhibitors – showcasing innovative solutions and opportunities driving South Africa’s economic localisation agenda.
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Navigating global uncertainties
“The 2026 Buy Local Summit happens in the backdrop of growing global uncertainties and increasing geopolitical tensions… that have a ripple effect on South African companies and, in turn, consumers,” Ngidi told us.
With supply chain disruptions, rising input costs, and the scaling down of legacy companies such as Dunlop, BAT, and Ampak, local industries face unprecedented pressures.
“Several industries are groaning under the pressure of illicit trade and unfair trade practices,” she added, noting that sectors from textiles and fashion to pharmaceuticals, poultry, sugar, steel, and fuel were all affected.
Balancing global competitiveness and local identity
Ngidi emphasised the importance of balancing global competitiveness with local identity.
“Our brands need to be globally competitive and adopt cutting-edge technology… without losing their local identity,” she said.
Technology, including AI, analytics, and digital platforms, was highlighted as a key enabler, particularly for small and medium enterprises looking to scale without compromising authenticity.
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Power of Storytelling
Storytelling also emerged as a central theme at this year’s summit.
“Everyone loves a good story,” said Ngidi.
“Storytelling can play an important role in conveying what the brand stands for,” she explained, underlining the role of purpose-driven communication in building consumer trust and loyalty.
The summit also explored changing consumer behaviour and the role of public engagement.
Ngidi explained that Initiatives like the State of the Nation campaign, where nearly 65% of parliamentarians were wore locally made products this year, illustrate how gradual, sustained efforts are shifting attitudes.
The CMO further highlighted that public activism and consumer education were essential in tackling issues like illicit trade, arguing that “by confining these issues to the boardroom, we deprive ourselves of the valuable insights of 63 million South Africans.”
Key takeaways
As the summit concludes, the takeaways for local brands are clear; leverage technology, tell your story, protect your identity, and involve consumers as active participants in building a resilient, globally competitive local economy.
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