The Fears & Fantasies of SA shoppers (e-book)
South Africans have fears about quality of life, government delivery, poverty, money matters, health, body and mind, education, pandemics, persecution, possible apocalypse, purpose in life, relationships, personal competency and technology. This all impacts on how they shop and interact with brands.
The latest findings from the Bateleur Vantage Point Survey, Fears & Fantasies White Paper, published exclusively by Bateleur Brand Planning in partnership with Retailing Africa is now available free to download. In the ebook, Fears & Fantasies, the Bateleur research-based paper explores South African fears and fantasies and correlates these with varying degrees of happiness or unhappiness.
“People fantasise about a world where people are kinder to one another, along with altruistic fantasies of community support and mentorship. The paper shows that unhappiness is strongly linked to fantasies of monopolism and materialism; whilst happiness is founded in fantasies of altruism, compassion and self-actualisation”.
eBOOK: For more on the solutions and opportunities for retailers and brands in the Fears & Fantasies Bateleur Vantage Point survey, read the eBook – free to download.
Listen to Gordon Hooper’s Watts Involved episode where he discusses the research paper on South Africans’ fears and fantasies and how they relate to happiness. Click the audio file below to listen to the episode.
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