The South African legislative landscape is a dynamic and often turbulent environment. While the intention behind new legislation is ostensibly aimed at progress and equality, the practical implications sometimes pose threats to businesses, and by extension the entire South African economy. For the private sector to just react to proposed legislation in the usual ways (submissions to parliament, a few meetings, a press statement) is simply not sufficient anymore.  

The word “pro-active” is overused and stale in its corporateness, but the value of staying ahead of the curve is an unignorable truth. Businesses must consistently communicate on their successes and contributions, their visions for the future, and amplify their voice on subjects relevant to their industry – all so that they can help pre-empt potentially damaging decisions. They can do this by making clear what is often very muddled.  

Also, if the legislative debate does start and inevitably becomes heated, they can draw on the credibility and authority they have built up over years. 

Without showing the world how the private sector contributes and how it drives growth for all, entire industries can be perceived as self-serving or obstructionist, losing the crucial battle for public and political support.     

One of the primary reasons strategic communication is vital is its ability – not to create – but to reveal a narrative. This involves more than simply stating opposition. It requires presenting data and real-world examples of how misguided but well-intentioned government decisions stifle innovation, reduce investment, and lead to job losses, and in many cases reduce the revenue collection of the very same government who made the decision in the first place. By clearly framing an issue, revealing its truth, businesses can counter potentially emotive or politically charged arguments. 

The threat of damaging legislation is real. For instance, public debate about the National Health Insurance Act, the Public Procurement Act and the Climate Change Act has in many ways been unnuanced and lopsided. Regulatory overreach with, for instance, restrictive private security, hiking sin taxes, enlarging food label warnings, or even just byzantine licensing or approval requirements, can very easily stifle economic growth, all while other ways through which to address the issues exist. 

This week Moody’s cut South Africa’s GDP growth projections for 2025 to 1.5%. Without businesses telling the right stories and highlighting the fundamental, real and deeply human truths of the economy, our country will not rouse itself out of its slump. Damaging legislation must be resisted, and replaced with pro-growth legislation. That is the only way South Africa will achieve its goal of true inclusive prosperity. 

– Loftus Marais
Senior Account Manager