Online Reporter
Judith Phiri
Zimpapers Business Hub
THE Government has implored marketing professionals in the country to build brands that are bold, resilient and future-ready to contribute to the growth of the economy.
In a speech read on her behalf by Marketers Association of Zimbabwe (MAZ) board member, Mr Admire Ndumo, at the 17th Annual Marketers Convention 2025 in Bulawayo this week, the Minister of Women Affairs, Community, Small and Medium Enterprises
Development, Monica Mutsvangwa, said strategic marketing was critical.
“Let us stand guided by the conviction that Zimbabwe’s destiny is in our hands and that through deliberate as well as strategic marketing, we can shape an economy that is both inclusive and prosperous,” she said.
The minister challenged all marketers to continue to innovate relentlessly, anchoring strategies in research, data analytics and consumer insight, while also supporting small to medium enterprises (SMEs) with marketing models that are scalable, affordable and
impactful.
“Champion partnerships across industries and Government that strengthen our collective capacity. Ensure that every marketing campaign contributes not only to brand equity but also to national economic resilience,” the minister said.
She said resilience was the foundation of economic transformation and the ministry recognised that SMEs were the bedrock of the economy, contributing significantly to employment creation, innovation and local value chains.
Minister Mutsvangwa said the Government’s commitment to strengthening the SME sector aligns directly with the national vision of inclusive and sustainable growth.
“However, SMEs cannot thrive in isolation. They require strong marketing ecosystems, strategies that are not only consumer-centric but also market-driven, technologically enabled and business-oriented.
“This is where you, the marketers of Zimbabwe, play a pivotal role. You are the architects of brand narratives, the custodians of consumer trust, and the strategists who can translate market insights into opportunities for growth,” she said.
“To achieve resilience, SMEs need to build brands with staying power, brands that resonate with the aspirations of the people, brands that connect emotionally with consumers and brands that align with the Government’s transformative agenda.”
