What separates performative initiatives from those that truly resonate? Venelize de Lange from media update explores how Shoprite's Act for Change Fund offers insight into credible impact storytelling and communication.
Publicity stunts have created an environment where audiences are increasingly sceptical of performative purposes, which is why initiatives that prioritise access, transparency and continuity are gaining renewed relevance.
While brands should still engage social issues, they now have to strategise how they will structure that engagement and investigate whether it translates into tangible outcomes that can withstand public scrutiny.
Shoprite's Act for Change Fund offers a practical example of how community support can be embedded into everyday consumer behaviour. Established in 2016, the fund was designed to provide a simple, ongoing way for the public to support communities affected by food insecurity, disasters and infrastructure crises.
Rather than operating as a once-off appeal, it functions as a permanent mechanism that channels collective contributions directly to vetted non-profit organisations, with no administrative fees deducted.
The mechanics are deliberately uncomplicated. Customers can contribute small amounts at supermarket check-out points (including Shoprite, Checkers and Usave), making participation accessible regardless of income level.
Beyond in-store donations, the fund also enables digital giving through virtual grocery vouchers, allowing individuals to send essential food support directly to those in need.
During times of crises, additional channels (such as app-based purchases and emergency relief drives) have allowed the fund to respond quickly to unfolding events, from civil unrest to hospital water shortages.
This CSR (Corporate Social Responsibility) structure matters for communications. Because contributors are ongoing and outcomes are measurable, the initiative lends itself to credible storytelling over time. It provides a steady stream of impact narratives rooted in real-world need, rather than campaign-driven messaging that disappears once public attention shifts.
Importantly, initiatives like these also highlight the value of tracking how social investment is received and interpreted across media platforms. Understanding which stories gain traction, how sentiment evolves and where public trust is reinforced or questioned allows communicators to refine messaging and demonstrate accountability.
As expectations around corporate responsibility continue to evolve, accessible giving models such as Act for Change Fund suggest that meaningful impact is often less about grand gestures and more about consistency.
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*Image courtesy of Canva and Facebook
**Information sourced from NGO Connect SA, media update, SA Good News and Shoprite