As new voices and communities reach the public arena, social mores change, and legacy industries face waves of new and often unfamiliar scrutiny. Companies in emerging markets are increasingly embroiled in the push-and-pull debate between personal responsibility and a government’s obligation to health and safety.
In South Africa, we surveyed local sentiment on the tension between public health and personal liberty. Through a comprehensive language survey of South African voters, we explored the limits of government intervention – what regulations find out what regulation is reasonable and what is a bridge too far. This research gave our client actionable messaging recommendations with the certainty of data in advance of the upcoming election.