Minister Mutsvangwa commends brands driving positive social change

Brands play a critical role in driving positive social change, Women Affairs, Community, Small and Medium Enterprises Development Minister, Senator Monica Mutsvangwa, has said.

Delivering a keynote address at the 2024 Superbrand Awards ceremony held at Rainbow Towers in Harare recently, she commended the exceptional brands recognised at the awards, noting that their efforts extend beyond profitability and revenue generation to create lasting social impact.

The Superbrand concept, a globally recognised initiative adapted by the Marketers Association of Zimbabwe (MAZ) in 2009, aims to recognise brands that consistently perform above the rest in the marketplace.

Minister Mutsvangwa stressed the importance of responsible marketing practices, highlighting MAZ’s commitment to enhancing the marketing profession through specialised training programmes and initiatives.

“By offering specialised training programmes through the MAZ Institute of Digital Practitioners (MIDP), the MAZ Institute of Sales Professionals (MISP), and the MAZ Institute of Customer Experience Practitioners (MICXP), you have showcased an unwavering commitment to equipping marketers with cutting-edge skills and knowledge,” she said.

The Minister acknowledged the significance of women’s leadership in marketing and branding, accentuating the need for organisations to promote female leadership and address gender biases. She pointed out that women constitute at least 60 percent of Zimbabwe’s micro, small, and medium enterprises (MSMEs), making them a vital component of the marketing industry.

The Minister urged brands to continue aligning their strategies with national goals, empowering female leaders, and championing campaigns that uplift vulnerable communities. She congratulated the award winners, citing their achievements as a demonstration of the power of innovation, adaptability, and commitment to driving positive change.

The 2024 Superbrand Awards ceremony, held under the theme, “Brands Influencing Positive Social Change”, was attended by industry leaders and professionals, with Delta Corporation Limited being crowned the overall winner of the year.

Guest speaker at the event, Mr Zabron Chilakalaka, emphasised the importance of brands in heightening social transformation. He highlighted that brands have evolved beyond just selling products to becoming agents of change, contributing to a more sustainable, inclusive, and equitable society.

“Brands are no longer just purveyors of goods; they are agents of change. Positive social change is not a distant ideal—it is a call to action in the here and now,” he said.

Mr Chilakalaka underlined that consumers now demand more from brands, seeking those that stand for something and contribute to the betterment of society. He cited examples of international brands like Nike and Patagonia, which have successfully aligned their values with those of their consumers, leading to increased loyalty and support.

He also outlined ways in which marketers can drive positive social change, including: aligning with purpose-driven causes, saying brands must stand for something that resonates with their target audience; committing to transparency, and long-term change.

In an ever-evolving marketplace, consumers demand openness and honesty about a brand’s practices, hence the need to amplify the conversation through leveraging platforms to spark meaningful discussions around important issues.

“Marketers must ensure that their brand’s commitment to positive social change is sustained over the long term. Real, lasting impact takes time, and it requires consistency, accountability, and dedication,” said Mr Chilakalaka.

Chairperson of the Superbrand Adjudication Committee, Dr Godfrey Dube, acknowledged the remarkable professionals who contributed to the success of this year’s event.

He thanked esteemed members, including Denford Mutashu, Rose Mpofu, Karen Gondo, Florence Chirwa, Palmer Mugavha, Christopher Mugaga, and Tsitsi Dzvukamanja, for their dedication and expertise.

Dr Dube said the consumer has remained at the heart of brand consistency—driving the Superbrand process and defining its success.

This year’s rigorous research process involved shortlisting 200 brands based on top-of-mind brand awareness, unveiling the top 200 brands, conducting field research, adjudicating results, and auditing and verifying the process.

The research covered all the country’s 10 provinces, with face-to-face interviews for both Business to Business and Business to Consumer categories, and employed advanced technology through the Survey To Go system.

Dr Dube urged winners to continue elevating their customer experiences and reinforcing the trust of their loyal clientele. He encouraged those who couldn’t make it this year to reflect, engage with their customers, and strategise on how to improve, saying 2025 presents a fresh opportunity to redefine their brand’s niche in the market.-ebsinessweekl