Johannesburg, March 26, 2025 – Brand South Africa, the official marketing and reputation management agency in South Africa, will publish insights into the 2024-25 State of the Nation brand report. This was announced in collaboration with Mail & Guardian at a special event held on March 25th, 2025 at Constitution Hill.
Over the years, the organization has conducted continuous empirical research to capture the sentiment of ordinary South Africans, assess the country's reputation among global audiences, and most importantly monitor the pulsation of the country.
This year's report, supported by domestic perception research, provides a compelling portrait of how South Africans see themselves, their country, and their collective future. This study, drawn from nationally representative data, measures three key pillars of social cohesion, positive citizenship and public pride.
Against the current global trend of polarization, Muzanji's story is one of hope and unity, further strengthened by the National Social Cohesion Index, which rose to 65.7%, indicating clear advances in the construction of an inclusive and cohesive society. Like South Africans, our diversity remains our greatest strength. The National Unity Government (GNU) is a living example of the achievement of diversity unity.
“This is more than a dataset. It's a mirror to the soul of the nation,” said South Africa CEO Neville Matier. “The findings remind us that South Africans are deeply proud of who they are and what this country represents. They are committed to the idea that we are becoming stronger together in the face of adversity.”
At the heart of the findings is a strong message. South Africans draw strength from diversity, shared struggles and unwavering identity.
The report reveals that over half (53%) of South Africans consider their national identity to be the most critical aspect of who they are. This sense of identity is further enriched by strong group and value-based identifiers such as “I am African” (49%) and “I believe in ubuntu”. These insights show a national identity that is increasingly inclusive and rooted in shared values ​​such as unity, belonging, and collective purpose, rather than historical division.
The sentiment of the nation also reflects optimistic growth regarding the country's trajectory. 57% of respondents believe South Africa is heading in the right direction, with 51% of the National Unified Government (GNU) solving major national challenges within the next five years, with 49% already actively evaluating GNU's current performance.
Diversity remains a major strength. The National Unity Government (GNU) is a living example of diversity unity, with a general sense of optimism with citizens, yet not a living experience, it shows signs of hope in the possible.
The 2024/25 report is actively contributing to South Africa's G20 presidency under the banner of “solidarity, equality and sustainable development.” It reflects the authentic voice of ordinary South Africans, and how democratic values, inclusive growth and social resilience live on earth. As South Africa prepares to host the G20 summit in November 2025, the findings of this report inform how the country will tell its story – one of democratic maturation, global moral leadership, and the unity of diversity.
Brand South Africa is still committed to strengthening the country's image both domestically and internationally by defending the values ​​and voices that define who we are and who we are.
