As a South African company heading into 2026, we should adopt a focus on building confidence, loyalty, and a fresh attitude within our organisation, even though we operate in a slow-growth marketplace.
As the year draws to a close here in South Africa, businesses are facing headwinds, and growth remains modest as many sectors continue to struggle. The economy is forecast to grow by only about 1.5%–1.9% this year, and structural constraints like infrastructure, regulation and energy supply are still stalling many in the major cities. Simply put, “business as usual” won’t be enough; instead, we need to adopt a new mindset, one that energises our employees, strengthens customer loyalty, and positions the business for slow growth, as we still must contend with this scenario for more years to come.
However, to build confidence, loyalty, and a positive attitude for 2026 within the organisation, it is important to galvanise your team with confidence, as your employees are your first and main asset. When the external environment is tough, the internal culture often becomes the source of differentiation and fluctuations, making employee engagement strategies essential for long-term success.
Communicate honestly and frequently
Share with your team not just the challenges, which they might or might not know, but if possible, your plan where you are vulnerable, where you see opportunity, and how each person can contribute. Through transparency you will build greater trust, improving your internal workplace culture.
Invest in up-skilling and empowerment
Many South African businesses are investing in their people and tech despite slow growth, focusing on long-term goals. Offer training, even simple online courses, to help employees adapt and feel invested. Encourage “adjacent skills” like digital know-how, customer experience and adaptability so your team stays engaged and ready for change
You need to build a “can-do” culture
You need to build a “can-do” culture, in a market with low momentum, focus on small wins like improvement in customer response time, reducing cost of a key process, winning one new client need to be celebrated. Use the opportunity to build momentum and raise morale and institute a rewards and recognition program.
Support well-being
Slow growth often increases pressure as targets are harder to reach, margins become tighter. Make sure your employees feel supported, have clarity in their roles, and aren’t burned out. A confident workforce knows when they are being valued and given real respect and support in and out of the workplace.
Build Customer loyalty
to deepen relationships and strenghten confidence to ride through those tough times. When growth is hard to come by, retention and loyalty become even more valuable than chasing new business.
Double-down on customer experience
in a slow-growth year, your best bet is to keep existing customers delighted and build confidence. Review all touchpoints: service quality, responsiveness, value perception, post-sale support.
Talk value, not just price
with inflation, rising costs and cautious consumers, emphasise the value your product and service give, not just price. Be able to show the customer see why you matter more than the competition.
Segment and personalise
when resources are constrained, invest where you’ll get biggest return, your most loyal customers, or those with upsell potential. Personalise messaging, service, and recognise their loyalty.
Build trust through reliability
in an environment where everything feels uncertain the economy, supply chains, energy, being the brand or business that does what it says can become a competitive edge. Offer reliability, transparency, and consistent communication.
Feedback loops and co-creation
invite customers into your process, ask them what works, what doesn’t, what they’d like to see. When the customers feel heard and involved, loyalty deepens and you can uncover new product and service opportunities.
Adopting a “Growth Through Resilience” Attitude for 2026
In 2026, change the status quo by taking on board what we have discussed above and prepare to use the time to position your brand/business for when growth returns. Think about short and long-term goals when strategising for your company’s future using business resilience planning.
Scenario planning, not just optimism, by assuming “business as usual”, plan for multiple scenarios like moderate growth, flat growth, slight contraction. Be adaptable and build agility into your plans so the business can pivot if things change.
Be focused on operational efficiency, during slower times, margin erosion is a danger, so look at internal processes, cost base, all vulnerabilities, as in South Africa, we have issues around power, water, regulation and other utilities. So, look at affordable contingency plans that allow the business to remain stabilised through backup energy supply, alternative suppliers, and maybe leaner operations.
Innovation & differentiation, there are still opportunities that exist in slower times for businesses that innovate whether via new service models, digital tools, local sourcing, or niche value propositions. Encourage experimentation, learn from failures, and celebrate the wins even when the environment is tough, the internal employee culture matters more than ever.
Communicate a refreshed purpose: Reaffirm and revisit your company’s mission, vision and values, take the opportunity to remind your employees and customers why you do what you do. As a sense of shared purpose boosts morale and loyalty and makes the journey through tough times feel more meaningful.
In a year where many sectors in South Africa will face slow growth, uncertainty and structural risk, your company’s internal confidence, customer loyalty, and attitude to growth will be the levers that make the difference to your survival and growth. By investing in your people, deepening your customer relationships, and adopting resilience-based growth strategies, you don’t just weather the tough times you lay the foundation for the future, when growth returns. Let 2026 be not just about surviving, but building a stronger, leaner, prouder business that is ready when opportunity knocks.