The campaign, by R17 Ventures AG, begins with online advertisements that mirror the flashy and enticing design of Black Friday sales promotions. Once the viewer's interest is piqued, these ads take a clever turn, confronting South Africans with the possibility of investing for the future instead of succumbing to the consumerism typically associated with this day, says the company. 

Kotie Basson, Ninety One's Head of Marketing in Africa, says, "With so many South Africans falling victim to consumerism, especially around Black Friday, we wanted to change the narrative and challenge consumers to rather consider making financial choices that could secure a better tomorrow for themselves and their families."

By prompting individuals to think about saving and investing, Ninety One says that it hopes to shift mindsets and empower more South Africans to make informed decisions about their financial future. The Tax-Free Savings Account (or TFSA), which features prominently in the campaign, underscores Ninety One's commitment to delivering investment solutions that are accessible, practical and aligned with long-term wealth creation.

Basson says, "A TFSA's appeal lies in the fact that the growth and income received on the investment is entirely tax-free, which means that more of your money is available to benefit from the power of compounding. With practically every financial services company offering TFSAs, it can be confusing to pick the right one. There are several benefits to investing money into an investment platform — like the Ninety One Investment Platform — given that they offer an extensive choice of local and international funds covering all risk profiles, asset classes and sectors, with the flexibility to switch between them."

Ninety One says that it also advocates for investors to take a long-term view with their TFSAs — suggesting that individuals would typically start seeing the returns of their TFSA matching or even exceeding their contributions after about ten years, adding that after twenty years, the value of the tax saving becomes substantial relative to the size of the original contribution, and could represent over 20% of the total fund value.

It is important to note that there are limits to how much investors can contribute. Under current South African tax laws, the maximum amount an individual can contribute to a TFSA is R36 000 a year (or R3 000 per month via debit order) and the maximum lifetime contribution is R500 000. Basson adds, "The sooner you start the investment, the longer it has to grow."

In an era when financial literacy is more crucial than ever, Ninety One says that its digital campaign serves as a timely reminder of the importance of investing. By creating a sense of urgency around the benefits of investing for the long term during a season typically dominated by impulsive spending for short-term gratification, Ninety One invites individuals to take a step toward financial empowerment.

While consumer spending often dominates conversations at this time of year, Ninety One concludes that it has positioned itself as a forward-thinking advocate for financial well-being, sparking meaningful dialogue about the importance of building a secure financial future.

For more information, visit www.ninetyone.com. 

*Image courtesy of contributor