Brand SA embraced locally

The surveys, conducted by the FutureFact research group - a joint venture between researchers, planners, analysts and futurists with the backing of a number of leading South African companies - show strong growth in President Thabo Mbeki's popularity over the past five years from a mere 48% in 1999 to 66% in 2004.

However, former president Nelson Mandela remains the most popular and trusted figure in South Africa, with support for the former president exceeding 90% among all groups of respondents.

Yvonne Johnston, CEO of the International Marketing Council says it is important to note that the poll shows substantial growth of support for South Africa's leadership role on the continent of Africa.

In 2000 only 45% of white respondents agreed that South Africa should play a leading role in African affairs. This support grew to 73% in 2004. Similar strong surges were evident among black respondents (73% to 86%); Coloureds (56 to 76%) and South Africans of Indian descent (59% to 83%).

But HIV/Aids, crime and unemployment are still the major concerns of ordinary South Africans across all racial and income divides as the country enters its second decade of freedom.

The FutureFact survey confirms the IMC's own research and experience which show a growing mood of optimism about the future among the vast majority of South Africans.

Although there are still a proportion who can be described as "old South Africans" this does not necessarily signify a hankering back to apartheid: "It should rather be seen as proof that people have embraced the notion that opposition is acceptable, no longer forbidden. We are a democracy after all."

Some of the most prominent findings from the survey include: 93 % are proud to be South African, 83% approve of the country's constitution and 82% agreed there is a need for a strong opposition party.

Asked in 2000 whether "blacks are as competent as whites", only 57 % of white respondents agreed compared to 79% of black interviewees. Four years later this has grown to 73% support among whites and 85% among black respondents.

Asked to respond to the statement "to be African you must be black", 42% of black participants and 20% of whites agreed in 2000. By 2004 this has dropped to 31% among black and 11% of white respondents - a clear indication, according to the survey of "a shift towards inclusion of all groups as Africans".

Support for affirmative action in the black community has grown from 53% in 2000 to 87% in 2004. Among whites support grew from 0% to 27% in the same period while 39% of respondents in this group agree with the concept of black empowerment.

Some 81% of black respondents now agree that merit should be the primary criteria in the selection of sports teams. This is up from 76% in 2000. Among white respondents there has been a slight decrease from 97% support to 93% in the same period.

Johnston says: "We are using the results and findings to fine tune the IMC's strategies for the marketing of Brand South Africa and to attract greater volumes in tourism, trade and investment to our country.