Attending the exclusive premiere of Someone Always Pays at Langhams Lifestyle Estate was a stark, eye-opening reminder of what lies just beneath the surface of our consumer market. Hosted by the Consumer Goods Council of South Africa (CGCSA) as part of their Your Choice Has Power campaign, the event brought together industry leaders and investigative reporter Govan Whittles to expose a staggering R1 trillion illicit economy operating across the country.
An Unsettling Infiltration What hit hardest during the premiere was discovering how deeply these products have infiltrated everyday life. It isn’t just contraband traded in dark corners—illicit fuel and bootleg alcohol are actively making their way into leading retail outlets. The debut episode laid bare the harrowing reality of bootleg alcohol, fuel tampering, and the rampant illicit cigarette trade. As CGCSA CEO Zinhle Tyikwe pointed out during the panel discussion, these illegal networks do far more than undercut prices: they steal tax revenue, destroy legitimate jobs, fuel organized crime, and put lives at risk.
The Consumer Dilemma: Price vs. Consequence Having previously attended industry summits in the tobacco sector, I’ve seen firsthand the immense work and resources poured into combating counterfeit trade. Yet, there remains a massive disconnect between industry efforts and consumer behavior. Squeezed by tough economic realities, the average South African will almost always reach for the cheapest option on the shelf.
When daily survival dominates decision-making, grabbing a cheap product feels like a necessary win. But it brings us face-to-face with an uncomfortable question: if poverty forces a “quick-fix” state of mind, how do we encourage South Africans to look beyond immediate savings and consider the true cost?
Shift the Mindset When a product is suspiciously cheap, the price tag is a lie. As the Someone Always Pays series clearly demonstrates, the discount is paid for somewhere else—whether through public health, lost jobs, or compromised safety. Real change requires shifting our collective mindset: recognizing that even in tough times, where we spend our money directly shapes our economy.
Read More on the Campaign To watch episodes of the investigative series, explore detailed insights into how illicit trade affects local supply chains, or report suspected counterfeit goods, visit the official campaign platform at www.yourchoiceshavepower.co.za.
