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Euromonitor International: How is Covid-19 affecting the Top 10 Global Consumer Trends in 2020

25 May 2020
Tags: Ai, artificial intelligence (AI), consumer goods, Consumer Trends 2020, contactless services and technology, coronavirus, covid-19 pandemic, imm, imm graduate school, Top 10 Global Consumer Trends, zoom

Euromonitor International- How is Covid-19 affecting the Top 10 Global Consumer Trends in 2020 web

It is May 2020.  Students of the IMM Graduate School are busy writing their Final Assessments, not in a traditional examination venue, but rather on a computer, possibly at home.  Now, in the midst of the coronavirus lockdown, the world has no idea how long the coronavirus will directly and indirectly affect us.  What we do however know is that every individual, every company and every institution, has indeed been affected by the coronavirus in some way or another.

In this regard, Euromonitor International, a London based independent provider of strategic marketing research, did a comprehensive study to forecast how Covid-19 will possibly affect consumer trends over the medium to long term.  To accomplish this, Euromonitor International re-analysed the 10 global consumer behaviour trends it identified for 2020, prior to the outbreak of the coronavirus pandemic.  The objective was to potentially predict consumer behaviour once life return to (the new) normal.  Below is a summary of the findings:

Trend 1: Beyond Human

 According to Euromonitor (2020), prior to the outbreak of the coronavirus consumers looked at technology, including Artificial Intelligence (AI) and robots to take over certain human functions.  Using a robot will certainly be welcomed by many families in completing mundane tasks such as washing dishes, ironing and even making a good cup of coffee.  Companies were investigating how AI can be used in their long term strategies to improve efficiencies.

But now, during the pandemic, people are either in quarantine or lockdown, some choosing self-isolation.  This has led to a need for contactless services and technology.  There has been a rise in the selling of voice controlled technology, the use of chatbots (to obtain information) and the demand in smart speakers and – household devices.

Companies are now investing in robotic automation for example in some medical sectors.  Walmart, is using robots to clean its floors.  As people are increasingly becoming comfortable to use robots, robots are going to move from a novelty item to an essential item.

Example: Meituan Diaping (China) 

Meituan Diaping, in Beijing, China, is a leading food delivery company.  Since February 2020, it has been using autonomous vehicles to deliver its foods.  Even though this was technology that the company was developing pre coronavirus, the pandemic forced Meituan Diaping to implement the technology sooner than originally anticipated.  Their no-contact delivery has allowed it to respond to consumer demands firstly, but it also addresses environmental issues, as the vehicles ease traffic congestion and the electric cars are more environmentally friendly than normal fuel-operated cars.

 

Trend 2: Catch me in seconds 

Through the internet and digital technology, consumers were used to receiving more content in less time.  People were not interested in reading long-winded advertising messages.  They were seeking personalised, authentic and appealing messages and communication channels.  The consumers were expecting brands to identify the most useful content for them.  They needed brands to reassure, to provide engaging narratives, and consumers therefore demanded short, speedy and multisensory messages.

Now, amidst the virus pandemic, social distancing and fewer face-to-face interactions have become part of our day-to-day lives.  Consumers are worried by the virus and its implications.  They are distracted by the merging of work-, home – and play life, all in the same physical space.  When reaching out to consumers now, brands must rather be reassuring and supportive, as opposed to selling a product.  Brands must show what they are doing to fight the virus and improve public health.  Consumers want to be engaged and have fun with brands in these difficult times.

Companies would need to be agile and relevant to engage with people who are preoccupied and scared.  This will place them in a good position post lockdown.  The world is possibly going to face the worst recession ever, consumers are going to be extra careful on where they spend their money. Brands that were proactive during the lockdown will possibly stand out and be favoured above those that that did not engage in positive ways with their audiences.

Example: Giffgaff (UK)

Giffgaff is a mobile telephone network.  The company launched an advertising campaign called ‘putting community first’ with the objective of providing people with the means to be there for each other and be able to share, through a mobile virtual network.  Giffgaff went further to provide consumers with information and tips on how to deal with isolation and mental health concerns.  Its focus on people rather than product or services allowed the company to build positive brand associations. 

Trend 3: Frictionless mobility

People had the freedom to move around in congested cities.  This has, in developed economies at least, shifted the consumer’s mind-set from ownership of some form of transport to access of transport.  People had the freedom to move around and used apps and technology to access transport and pay for transport tickets.

The coronavirus has stalled this mind-set – people movement is limited and people are vigilant and cautious when it comes to mobility.  People have moved away from sharing transport due to the inherent health risks, and in some cases are starting to use their owned transport again.  There has been an uptake in cycling again – in Germany pop-up cycle lanes have been created, specifically designed to have enough space to allow for social distancing amongst cyclists.

Whilst consumers will slowly start resurfacing once the worst of the epidemic is over, flexible working hours will be more of the norm.  Over the longer term, frictionless mobility will still be important, but maybe not to the extent as pre covid, i.e. rush hour traffic may be something of the past or at least the intensity of rush hour will be substantially reduced.  Companies should be looking at investing into alternative sustainable solution, which include the removing or limitations of health threats that transport sharing brings about.

 

Example: Wheels (US)

Wheels, an electric bike start-up company, suffered huge losses due to the contamination scare.  Wheels partnered with Nanoceptic, a company manufacturing self-cleaning service products.   Nanoceptic develop a skin on scooters’ bike handles which continuously self-cleans.  This allows Wheels to safely redeploy their fleet of scooters, and to adjust rental pricing plans for better deals with regular users.

The bottom line is that companies need to actively limit any health threats to their consumers. 

Trend 4: Inclusive for all 

Consumers were demanding that companies develop products and services that are accessible to all people, including those with physical or mental disabilities.  Consumers wanted brands, products or marketing initiative which make inclusivity the foundation of their business – companies had to embrace people with disabilities, and actively try to understand the needs of such consumers.  Business had to enable fully immersive opportunities for everyone.

Now, with the Covid 19 virus in full swing, this trend has become even stronger.  Anxiety levels are high, especially for disabled people as they tend to have lower immune systems which makes their risk of catching the virus even more pronounced.  Disabled people also requires carers, which makes social distancing impossible in some cases.  It has become even more important for disabled people to have access to information.  As the general public has a better understanding of the disabled’s world due to themselves being in isolation or lockdown, there has been an increase in community spirit.  People are investing their own time in helping such people and putting pressure on companies to do more.

Disabled people, on the other hand, benefit from technology, for example, a greater ability to access virtual reality.   Online communications enable more people to interact virtually and participate in a variety of activities.  This certainly helps people with mental health problems as well as physical disabilities.

Example: UNESO World Heritage (Machu Piccu)

UNESCO, with their immersive virtual tours, allows all people, including those with physical disabilities, to access Machu Piccu in Peru.  It allows viewers to really get a feel for the greatness of the site.  Uvisit, the platform that UNESCO uses, enables any business to set up a virtual tour or event, allowing it to reach new audiences. 

Trend 5: Minding myself

People were focused on mental wellbeing, including preventing the physiological effects of stress, worry and sleeplessness.  Traditional stimulants such as alcohol and tobacco was used by practicing so-called ‘responsible stimulation’.  Companies provided products and services enhancing mental wellbeing.

It has now become a matter of rebalancing, of creating a new normal.  People need to manage their anxieties, therefore consumer behaviour will focus on self-care.  Now, during Covid 19, people are secluded, and many are living in fear of the unknown and even claustrophobia due to living with family with no outlet for physical and/or mental space.  People need to learn to live in the new state of unprecedented normality.  As there are higher levels of anxiety levels due to the lockdown, people are using products and services that helped them manage their feelings and handle the severe emotional and physical situations.  Herbal products and legal cannabis products are in higher demand.  Social networks are used to fill the gap left by lockdown and social distancing.  The uptake on relaxation and medication apps have increased.

Even after the dust of the coronavirus has settled, mental health will remain a focus.  Consumption patterns will focus on the ‘self’ and good mental and physical health products will be in demand.

Example: Mindhope (Spain)

Mindhope provides mental health services.  The company started a new therapy platform which connects consumers with psychologist.  The platform also facilitates online appointment bookings, and is very easy to use.  People who are already struggling can therefore easily cope with the use of the technology.

In general, mental wellness orientated solutions will become increasingly important as Covid-19 has already demonstrated its huge impact on physical and mental health – the ease of use and accessibility for all are key success ingredient.

Trend 6: Multifunctional homes

With the advent and growth of the coronavirus spread, people started cocooning themselves – home became a shelter from uncertainty.  Businesses are actively exploring and implementing remote working and the world has seen a rise in the use of technology to make it easier to work, shop and play from home.

Now home equals the office.  People are socialising in virtual space.  Social media has replaced people’s previous social gatherings.  Every day has become casual Friday as people are working in casual clothes from home.

School going children of all ages have moved online and people attend gym -, cooking -, and other classes online.  People are now celebrating birthdays both alone and online.  Consumers are using online platforms less to promote themselves, as in the past, but rather to stay connected with others.  Livestream and video chats are increasingly being used by all.

Euromonitor (2020) predicts that the transition from home as the hub is here to stay.  It may not be to the extreme that it is during the lockdown, but working from home will certainly become a greater reality.  Consumers will furthermore change their at-home-habits – more working from home and more casual dressing will become the norm.  Virtual lifestyles will run parallel with physical activities and – lifestyles when the world ‘comes out’ again.

Example:  Zoom (US)

Zoom is a communications technology company.   It provides functionality for companies, groups and individuals to create and attend virtual meetings.  These services are offered free of charge to schools in some countries.  It has become a social platform where people do remote video chatting, share drinks, do quizzes and party.

Companies need to invest in technology and other equipment to facilitate employees to effectively work from home. 

Trend 7: Private personalisation

Early in 2020 consumers wanted to received tailored products and services.  But there was a general hesitancy in providing personal information due to fears of who has access to data and how will such personal data be used.  Business was forced to heavily invest in secure data collection methods in order to ensure privacy.

Now, people are more worried about the virus and more prepared to share data in the name of public health.  Privacy concerns are put on hold in the short term.  There will be a widespread increase in online ordering and payments, also amongst older people who tended to shy away from this previously, not trusting online shopping.  Online shopping has become a necessity and is not a choice anymore.  Companies would need to make privacy messages clear, especially for new audiences.  Companies would furthermore need to review how they communicate to customers on the benefits of sharing personal data.

Example: Sentinel Health Care (US)

Sentinel is a health tech start-up that monitors consumers’ health remotely.  It has launched a fever tracker application, enabled from a wireless thermometer, that sends real-time updates about an individuals’ health to healthcare systems, healthcare providers and so on.  Sentinel identified a gap in the market which they were able to leverage by engaging with healthcare professionals to provide a personal solution that appeals to consumers’ desires to have a health monitor join the crisis.  But consumers realised that they need to share personal data in order to be able to use Sentinel’s application.  The benefits of sharing personal data, in this instance, far outweighed general fears of the potential mismanagement of data. 

Trend 8: Proudly local going global

Consumers want products that both have both a local and national flavour.  Covid-19 has catapulted this localisation.  Consumers are searching for both national and local products and brands that highlights their local cultures, social norms, and traditional habits. Niche brands rode this wave by accentuating the localness of brands as part of their global marketing strategies.  Businesses started increasingly to focus on local suppliers as borders were closed, whilst multinationals increasingly localised their overall operations.  The virus has created a sense of ‘getting through this together’ through local business and communities support.

Post coronavirus consumers’ fear of contagion will still be strong enough to drive demand for local products.  Local producers would need to provide stock and make the products that consumers want.  Supply chains will become more transparent as consumers will want to know where their products are sourced.  There will be a continued support of local business.  The expected recessions after Covid- 19 will force multinational companies to invest even further in local manufacturing and supply chain services to provide more local products.

Example: Withies Delicatessen (UK)

Withies is a delicatessen in Somerset, United Kingdom, that offers local produce.  With the outbreak of Covid, Withies started offering a new delivery service of freshly baked products to anxious or self-isolated consumers.  Companies that adapt and introduce new services or products secure future trust and loyalty from consumers.  In addition, they are expanding their reach to new consumers. 

Trend 9: Reuse revolutionaries

Ethical consumers wanted a waste free future where products lasted longer and less waste was produced.  Previously legislation surrounding the use of plastic shopping bags have changed in many countries, ranging from the banning of plastic bags under certain circumstances, to the consumer having to pay for plastic shopping backs in other.  Such changes had led to the sharing and reuse of plastic in general.  This trend lessened through Covid as people were afraid to touch products previously used, even if cleaned. There was a temporary move back to single use – and disposable products and staying healthy and safety.

Now, brands need to rethink – it is more about being clean than being green, as anxiety has moved consumer’s focus to health and safety.  Over the medium term consumers will be worrying more about reinfection than green products.

But over the long term sustainability will still remain high on consumer’s agenda.   Consumers will slowly return to sharing, reusing, renting and refilling.  Companies will still need to embrace the reuse trend and educate consumers about the safety of reusable options.  This will include clear instructions on how to reuse and recycle to avoid the spread of the virus.

Example: Refill APP (UK)

Refill APP allows consumers to refill their water bottles from a tap at specific points in the United Kingdom, free of charge.  Water is generally found from either fountains or businesses which provide clean drinking water to the public.  But now, with the close of many companies, Refill App’s listing has changed.  For those companies, however, that can continue to safely provide drinking water, Refill still provides their locations on the app, but with an included message on health and hygiene.

Trend 10: We want clean air everywhere

Younger generations have increasingly raised concerns on air quality and demanded companies reduce emissions to provide these generations with a sustainable future.  Awareness of air pollution impacted where consumers travelled and ate.  Consumers favoured brands that were doing something about air quality.  Companies globally continued to look towards technology to fight pollution.

Limited travel due to the coronavirus had a reversing effect on climate change.  Furthermore, there is less room for eco-anxiety.  Rather, the focus will shift to indoor pollution, where people will be anxious about their own health, and cleaning, washing hands, disinfecting things and so on will continue.  As the lockdown loosens, consumers will refocus on sustainable living to the advantage of both people and the planet.  There will be a combined focus on both the prevention of air pollution as well as being clean as the impact of pollution on people with respiratory problems will increase respiratory viral infection.

Consumers will seek solutions against pollution and require companies to actively innovate in their drive to prevent pollution.

Example: BYD (China)

BYD is the biggest electric vehicle manufacturer in China.  With the coronavirus epidemic, BYD adjusted its production lines to supply face marks and hand sanitisers, to the volumes of five million face marks and 300 00 bottles of hand sanitisers produced per day.  The switching of BYD’s production to manufacture protective equipment captured consumers’ hearts.  Companies such as BYD may, post lockdown, be ahead in terms of consumer goodwill relative to companies who did not similar things during the virus spread.

In summary:

As per Euromonitor International (2020), the coronavirus has to a greater or lesser degree, impacted all the pre-identified consumer trends for 2020:

  • The trends ‘multifunctional homes’, ‘beyond human’, ‘minding myself’, ‘proudly local’, ‘going global’ and ‘inclusive for all’ experienced an immediate spike as a result of the virus. This was followed by a long term shift in consumer behaviour relating to these trends.
  • ‘Catch me in seconds’ experienced an immediate spike but is expected to follow its pre-covid patterns.
  • ‘We want clean air everywhere’ has not changed, but may be even more pronounced due to the correlation between poor air quality, the coronavirus and respiratory problems.
  • ‘Frictionless mobility’, ‘reuse revolutionaries’ and ‘private personalisation’ were trends that saw an immediate drop but which will expectedly recover after normalisation.

The key take-aways from this research conducted by Euromonitor (2020) are:

Currently, both consumers and business are dealing with extreme disruption, necessitating the need for rapid adaption.  Brands need to be repurposed as being useful, helpful and supportive.

In the near term people and companies should use this time effectively to do tasks that they have not had time to do before.  Planning should focus on returning to a new normal.

In the long term companies will be forced to reshape their future strategy planning, build in flexibility, prepare for multiple scenarios and possibilities and overall embrace technology. 

Source:

Angus, A (2020). How is COVID-19 affecting the top 10 global consumer trends 2020?, webinar file in How is COVID-19 affecting the top 10 global consumer trends 2020?, Euromonitor International.  Available here.  [Accessed on 15 May 2020]

After all the frustration that I had experienced at other institutions, this was worth it. IMM gave me an opportunity to chase my dreams in acquiring a credible qualification in Marketing.
Completing this degree will open doors and birth opportunities that will see me grow in my career path and brings hope that one day I will become an entrepreneur.

Background

My journey with IMM started in 2010, at a time in my life where I thought I should give up on this thing called life. Let me paint my picture.

I was previously a student at another institute. After completing 2 years of my BCom, I experienced financial difficulties in the year 2007, my 2nd year tuition fees were outstanding, and my mother was still in debt for my 1st year fees. Although we struggled, I didn’t qualify for NFSAS because my mother was a state employee. So the obvious route for me now was to seek employment.

Fast forward to the year 2010, my fees are finally cleared, I still wanted to go back and complete my qualification. Then I was told that I didn’t notify the institution that I was on recess, therefore the time to complete my qualification had lapsed. I tried to fight this, and find a way of finishing off what I had started, but I didn’t win.

I remember driving home with my mother, with a broken heart, when I spotted an IMM billboard. Naturally, I went into Google, and looked up the institution. It was at that point that I now set my heart on starting afresh, and saw myself being relevant in society. We got home and I sat my mother down, told her that I now want to register with IMM and study towards my Diploma in Marketing.

Two and a half years later, I was so proud to have completed my diploma, and so excited to be graduating. After all the frustration that I had experienced at other institutes, this was worth it. IMM gave me an opportunity to chase my dreams in acquiring a credible qualification in Marketing.

What’s next for me? This was a thought that crossed my mind, sitting in the auditorium during my graduation proceedings in March 2013. I want to sit there, looking at the honours students.

February 2014, I registered to study towards a BPhil Hons in Marketing Management. This was not an easy journey. I registered 4 modules, and passed all 4.

Then came a rocky year, 2015. I had a bit a financial challenge, but persisted nonetheless. I registered for 3 modules and for the 1st time, I failed. My heart sunk. Now with only 2 modules remaining, I had to finish this qualification.

In 2016, I fell pregnant, gave birth, and my son passed on after a day, emotionally I was a mess. There was no way that I could have registered for that year.

Then came 2017, I had to press the reset button. I called the institution to confirm if I could still complete my BPhil, and yes, I had until 2019 to do so. Alright, so there’s still time, I thought. I started saving. I was left with the 2 most costly modules (Advanced Marketing Res: Report 402 and Advanced Marketing Application Report) and this time, I could not afford to fail.

In 2018 January, I registered again. Half way through the semester, I was not coping. These 2 modules were both time demanding and I felt that I was going to neglect one and end up failing again. So I wrote to the registrar, to move one module to the 2nd semester. This request was approved. I went on to pass my Advanced Marketing Res: Report 402. And I was happy. Second semester I registered for the Advanced Marketing Application report. With this semester came a challenge where I recently started a new role at work – Marketing Coordinator, and I was having trouble to commence with my Practicum work/logs.

Above all this, I was a single mom to an 8-year-old son who requires a lot of my attention for his school work and is relying on me to cook and clean for him as well. On the side, I still needed to go for counseling regularly, because losing a child that lived one day, is the most horrific encounter that I have to live with. Before I knew it, it was time to submit my report. And somehow, I knew that I hadn’t given 100% but I had to submit. Again, I failed.

But failing this time didn’t put me down. Instead, it reignited something inside of me. Now more than ever, I knew I had to finish this qualification. Again, I wrote to the registrar, to request for one final extension. And she made it clear, that if I fail again, my entire qualification goes down the drain. So yes, in 2019, again, I registered for my Advanced Marketing Application report. This time, I put my blood, sweat and tears into this paper. And finally, I submitted in May 2019. And on the 20th of June 2019, I received a message that I had passed. I cried. Finally, I have completed my qualification. There’s no words to describe how I felt.

Where am I today?

When I registered for the last 2 modules of this qualification, there was something in me that reignited hope. The focus for my work enables me to re-channel my thoughts, and emotions into something that is ultimately tangible and will reflect my own hard work, not just academically but financially too.

Completing this degree means so much to me. It will bring so much change to my life. I will be the first person in my family to have studied this far and I intend on furthering my marketing studies.

Completing this degree will open doors and birth opportunities that will see me grow in my career path and brings hope that one day I will become an entrepreneur.

Completing this degree will reaffirm the faith in my God to give me the strength to still be able to keep my head up, even in the worst circumstances.

Lastly, completing this degree will be an example to my son, that his mom has made something of her life despite life’s challenges.

It was also the technological advancements made to the online platform by IMM which saw an improvement in my marks. The online study system and virtual classrooms offered a new way of learning which enabled me to engage with other students, consult lecturers for help and access online study material. This just made it easier to study and do well, so thank you IMM.

Background

My journey with IMM Graduate School of Marketing Management started in August 2012. I registered for a BBA Marketing degree when IMM still operated from a small house in the Musgrave area of Durban- and today they have a big, beautiful office space with a student library and exam/lecture rooms.
When I received the email from IMM congratulating me on my graduation, I was a bag of mixed emotions, elated that I had finally reached the end of a long journey, but also sad that my time as a IMM student had come to a close.
During my studies there were so many moments I wanted to give up and I often felt ashamed that a 3-year degree was taking me so much longer to complete. This was partly due to finances however it was my lack of commitment and effort in the early stages of my degree, which reflected my poor results.
I really struggled to prioritize my studies at first, self-study requires a whole lot of self-motivation and discipline and meeting up with a friend for coffee or a beach day often won.
After failing a few modules, I got a wakeup call, I changed my priorities and attitude towards my studies which helped turn my performance around. While studying part time and working as an au pair in 2018 I discovered my passion for entrepreneurship. I started up two passion project businesses, Move fitness and Nel’turally Protein & Energy Balls. The beauty of this was twofold. I was able to apply textbook marketing and management principles to start up and grow my own businesses while also equipping myself with real life business experience to help me understand the complex textbook concepts in my assignments and exams, and this is when I realized just how valuable an education is!
It was also the technological advancements made to the online platform by IMM which saw an improvement in my marks. The online study system and virtual classrooms offered a new way of learning which enabled me to engage with other students, consult lecturers for help and access online study material. This just made it easier to study and do well, so thank you IMM.
A special part of my time with IMM is that as they grew so did I. I am no longer ashamed of my 8year journey to gain a 3 year degree, I learnt so much about myself, I got to explore my inner entrepreneur, discover my strengths, weaknesses and who I am as a business women during those years.
I have been able to experience the growth of this amazing institute and can vouch that the online experience and services offered to students today, is a game changer.
Before I close, my story is not complete without the mention of two pillars of strength throughout my journey: My father, Ronnie, who supported me from day one of 2012 to end date in 2019. He celebrated every pass and helped with the extra encouragement needed when I failed. He continued investing and encouraging me to pursue to the end, for this I will be forever grateful, I know many do not have a father figure like this amazing man.
And my husband, Jay, who offered himself as a lecturer and helped finance my studies. He gave the tons of emotional support and stayed up with me the many late nights that it took for me to be graduating.
It’s ultimately the support system from my family and IMM that helped carry me across the finish line and graduate this year at the KZN IMM graduation of 2020.

Where am I today?

Today I look forward to starting a new journey as a marketing coordinator at the new and exciting Umhlanga Arch, while also continuing my side hustle businesses, Move fitness and Nel’turally

What I learned through studying at IMM helped me achieve my KPIs and helped me to focus on the bigger picture by building a strong team to help the company and myself achieve our goals. My degree has added so much value to my life and it is definitely showing in my work.

Background

Near the end of 2015 the company I work for, Fidelity ADT, offered me a full bursary to complete my BCom Management and Marketing degree through IMM. I was elated and couldn’t believe I would finally have the opportunity to complete my studies. I trusted the Lord for this opportunity and was favoured to push for my dream.

As a child, my father taught my sister, and I that the only way to make your dreams a reality was through dedication and hard work. He and my mother tried their best to give us everything they could afford, but could not afford to pay for me to study after finishing high school. I got a job after school, but circumstances never aligned to allow me to study further. My parents always took pride in the achievements my sister and I achieved in our careers and I won’t ever forget how proud my father was when I told him I had the opportunity to enrol to study my degree.
During my first year of study, I received the devastating news that my father was murdered. My world fell apart in an instant that I had never expected. I was so new to the world of studying and with this news, I completely missed submission deadlines as I scrambled to finalise funeral plans, his estate and the shock and grief of all that happened. I was so grateful to IMM who supported me at the time and allowed me to cancel the subject and retake it the following semester. When I started studies in 2016 I was working as a Business Development Manager for Fidelity ADT and in 2017 I started working for the company as the Sales Manager in the company call centre. The content of my studies and all that I learned through IMM empowered me to be a better employee, a team player and a better leader. I was privileged to see and experience the day-to-day practical side of my studies every day which really helped me to better understand and comprehend the theoretical aspects behind my job that I was learning. Subjects like Project management, Business Statistics and Marketing Research were my favourites. These especially helped me in my line of work to gain an advantage in overcoming some of the challenges faced daily.

Where am I today?

What I learned through studying at IMM helped me achieve my KPIs and helped me to focus on the bigger picture by building a strong team to help the company and myself achieve our goals. My degree has added so much value to my life and it is definitely showing in my work. I was soon offered a new portfolio in the call centre and now oversee the sales, technical and client retentions.
On the flip side, studying with a full-time job, and going home to being a mother of two, a wife and a church women’s group leader was tough to say the least. There were many long weekends I remember where I would lock myself in a room and my family would only see me once or twice throughout the day as I studied. It was challenging but worth it. Finally being able to say “I did it” makes me feel more accomplished in a sense. I would never have been able to do all of this without the cheerleaders in my life like my mother, my sister, my parents in law, family, friends and of course my massively supportive husband and children. Trying to study without someone in your corner to help urge you on and motivate you, I think, would definitely make the journey almost impossible.
I now sit with a renewed sense of purpose, anxiously and excitedly looking forward to my graduation day, updating my CV and looking forward to making my family and the company I work for proud. My only disappointment in all of this is knowing that my father’s face won’t be in the crowd smiling and congratulating me on graduation day. What a journey it’s been and if I could do it all over again, I definitely would

So for those who don't think it's possible.... ITS MORE THAN POSSIBLE if you are disciplined and set your mind to it. Thank you IMM!

Background

I matriculated in 2013 with receiving 3 distinctions and an overall average of 76%. I was very excited to keep going in my studies however life throws us obstacles.
In 2014 my dad fell very ill and I had to become the breadwinner in the family which meant..... No money to study.
In 2015, my dad passed away and all my savings were depleted.
I came across IMM in 2016 and thought let me try my best to get a bursary and with lots of prayers I received my very first bursary! And then..... Second year and third year I gracefully received bursaries.
If it weren't for IMM, I would not be here today.... And it has been such a great journey. 

Where am I today?

3 years later, 3 bursaries and a wonderful Cum Laude!
To celebrate, I went overseas last year to work as a manager in a well known restaurant and got to see a few magnificent places. 

I am now even more excited to complete my BPHIL in Marketing Management at IMM. 

So for those who don't think it's possible.... ITS MORE THAN POSSIBLE if you are disciplined and set your mind to it. 

Thank you IMM!

I needed this qualification to show to myself that I am worthy

Background

I got pregnant at a young age and had to give up on my dreams of studying. All the money I had, had to go to my child and surviving. Within a year I was a single mom with no child support coming in and needing to survive.
Somewhere in the back of my head I always wanted to better myself, I always wanted a certificate or something.
I needed this qualification to show to myself that I am worthy. But I could never just get the money to start this journey that I was longing for.

Where am I today?

My son is 12 this year, my graduation for the Higher Certificate in Marketing would have been on the 16th of April 2020 but because of Covid-19 it was postponed.
I don't care about the ceremony or what other people say. I showed myself that I could do it! I am now a married woman, mother and full time employed. I made the sacrifices needed. The worst part for me was realising how much time I had, how much time I wasted on nothing. I was a great example to my son. As I did not just nag him to do his homework, I sat and did mine with him! My husband also started studying. We are taking it one step at a time. My husband works shifts, so his study schedule differs from mine but it works for us and it is something we can share. Something that makes our bond stronger. We are the only ones that understand our circumstances and sacrifices. We are working on a better future for our family.

I am so thankful for IMM and am already going back and fourth about what I could do next!

Background

I finished school in 2009 but could not decide what to study. Instead I went straight into working as an Au Pair, administrator and bar tender (yes 3 jobs!)
Once I had saved up enough money, I embarked on my gap year to be an Au Pair in America. I stayed in New York and looked after 2 wonderful boys.
When I returned, I was too used to all my independence I went straight back to work, thankfully just 1 admin job this time.
Long story short, I finally ended up in a company that pushed their staff to study and that's when I started doing my research and found IMM.
I still remember going in to the Durban office and feeling so welcomed by all the staff, they were all so passionate about the courses they offered.
Being me, I would not settle for anything less than a degree so I chose my course BBA Degree and got started.
Studying part time after being out of school for so long was not easy. There were moments when I thought I would not make it but every pass motivated me to move forward! I finally passed my final exam mid-2019 and the feeling is amazing! Unfortunately, due to COVID19 my graduation ceremony has been postponed indefinitely, but I still celebrated at home – because it is a huge achievement and no one can tell you otherwise :)
I am so thankful for IMM and am already going back and fourth about what I could do next!

Where am I today?

I am the regional manager of KZN for DCB Logistics, a courier company moving freight around the country.
I am apart of the sales team and assist with our digital marketing as well!

My journey has been nothing short of rising to the top. I believe that you are only a success at the moment you perform a successful act. You have to continuously do it in order to stay at the top and climb ladders.

Background

I knew that to make an impact and make my mark in marketing excellence I had to identify an industry that did not pay much attention to marketing. I found myself in the South African education industry. Since I started, my goal has been to implement marketing at its highest level for growth and development for South Africa.

I began coaching my childhood favourite sport, hockey. I excelled in playing for Zimbabwe and provincial school teams in my high school days. After securing a hockey portfolio at Windhoek High School, I accompanied the school’s 1st team boys to their first ever Cape Town Brothers International tournament in 2016.

This trip yielded positive results for me as I managed to secure a bursary and a coaching position at Reddam House Constantia, Cape Town.

Having migrated to the Western Cape in South Africa, I did not stop there. My passion for networking saw me widen my horizon, joining the membership and professional development program of The Marketing Association of South Africa (MASA).

I made the most of my time at Reddam, as I brushed shoulders with the school’s administration staff and hierarchy.
This is where I figured out that there was a gap within marketing a school.
I continued to take advantage of my bursary by furthering my studies in the direction of marketing, enrolling with IMM Graduate School.

With my eagerness and drive to learn, I jumped at the opportunity to reunite with the Reddam House brand again. This time in the fast lane of Gauteng at a newly built Reddam House Helderfontein, located in Fourways.

With a new campus in need of a marketing powerhouse, I knew this was my time to make my mark and a name for myself.

I began to settle in after having been appointed the online and media portfolio for the campus by the head, Colleen Traviss-Lea. I admit that I did not always make the right decisions but learnt on the job and from mistakes I made.

I expressed new and innovative marketing ideas to further establish the campus around the community.

Where am I today?

At this moment, I am also involved in consultancy work. I am the founder of Newcorn Branding, a Marketing Consultancy Aide named after my father’s business ventures.
Newcorn offers new and upcoming companies innovative marketing structures and assists in brand identity.
I find drive and motivation by businesses and I intend to revive the Newcorn brand in its business ventures such as farming, construction and retail at a later stage in my life.

As for now, I am happy and content with where I am. I plan to reach the Chartered Marketer title and one day complete an MBA in Strategic thinking in Business overseas. So fingers crossed.

My journey has been nothing short of rising to the top. I believe that you are only a success at the moment you perform a successful act. You have to continuously do it in order to stay at the top and climb ladders. I am not surprised by how far I have come and the places I have been, I come from a family with politicians, well respected war veterans and pastors to say the least. So Manjengwa is not only a name but a brand.

It often seems impossible until it's done!

Background

My IMM Diploma gave me the confidence to achieve in my career and to go back to University to further my education part-time. These achievements gave me the tools to be able to emigrate to the USA.

Where am I today?

I am a Product Manager for a global automotive parts manufacturer in Illinois, USA