Infrastructure Failures Redefine Consumer Market Expectations in South African Townships

The 2026 Township Customer Experience Report introduces the concept of the 'cost of coping,' which is the hidden financial and practical burden that township households carry due to unreliable services. The report suggests that purchasing decisions are heavily influenced by these daily trade-offs involving electricity, water, and transport costs. The findings indicate that brands must rethink how they engage with these consumers, as the customer journey begins at home, not at the point of sale.

The report signals that businesses cannot rely solely on discounts or visibility when marketing to township consumers. Instead, they must focus on delivering utility by saving consumers time, money, or transport costs. This shift requires companies to offer low-friction, mobile-first experiences to remain relevant in the market.