Ubuciko bokukhangisa kwabezemidlalo bunethonya eliqavile kubalandeli
Esikhathini esedlule, ezemidlalo ikakhulu leyo ekhokhelwayo beyaziwa kakhulu njengento yabesilisa. Bewungeke nje ubone kunabesifazane abazibandakanya nayo nganoma iyiphi indlela ngoba beyaziwa ngokuthi idinga amandla nokuqhudelana, okunyinto ebingaqhathaniswa nje nabesifazane. Izikhangiso nemifanekiso ethwetshuliwe beyigxile kakhulu kubantu besilisa, iqhakambisa ukuqhudelana, amandla nokuzikhandla kwabo uma bezilungiselela noma sebedlala.
Kepha kamuva, lokhu sekushintshile. Imikhankaso eminingi seyigqugquzela abesifazane ukuba bangagcini nje kuphela ngokulandela ezemidlalo kepha babe yingxenye yayo ngisho nasenkundleni imbala ngaphandle kokubheka ubuzwe, inkolo, isimo somzimba nokunye okuningi.
Yilesi sizathu esenze ukuba kengibheke ubudlelwano phakathi kwamaqembu emidlalo kanye nobuciko bezokukhangisa. Lingakanani ithonya ekusebenziseni ubuciko njengendlela yokwandisa abesifazane kwezemidlalo, ukugqugquzela uxolo nothando phakathi kwezinhlanga ezahlukene ezingabalandeli bemidlalo eyahlukene kanye nokukhula kwamaqembu nendlela axhumana ngayo nabalandeli esebenzisa ubuchwepheshe besimanje nezikhangiso.
“Ngicabanga ukuthi esikhathini lapho abalandeli bekwazi khona ukuxhumana namaqembu abawandelayo bukhoma ezinkundleni zokuxhumana, nalapho wona amaqembu enezindlela eziningi zokuziveza kubantu, kubalulekile ukuthi aqikelele ukuthi umyalezo ochaza ukuthi angobani nokuthi amele ini uhleze ucacile futhi usobala,” kusho uMnu uGraeme Cook oyinhloko yeThisaway, okuyinkampani ebiyengamele ukuklama kabusha (redesign) iqembu likanobhutshuzwayo iBrentford FC nezobe itholene phezulu ne-Arsenal namuhla kusihlwa.
“Yize kunjalo, okuningi kuhlobene kakhulu nokuthi leloqembu lisuke likusiphi isigaba salo sokukhula nokuthi umyalezo walo kubalandeli usho ukuthini kulo njengeqembu nanjengenkampani eyengamele abadlali nabo bonke abantu ababamba iqhaza kanye nedlela elifuna ukwaziwa ngalo naseminyakeni ezayo,” kuqhuba yena uCook.
Lokhu kuye kwangikhumbuza ukuthi eminyakeni embalwa eyedlule inkampani ekhiqiza utshwala kuleli iSAB yaqala umkhankaso wokuqwashisa abantu ngodlame lwasekhaya, phecelezi i-domestic abuse. Ngokwazi ukuthi izisulu zodlame lwasekhaya imvamisa kuba abesifazane nezingane ezandleni zabesilisa abasuke sebephuzile, yabona kufanele ukuba isebenzisane namaqembu ezemidlalo ukudlulisa lomyalezo nokuthi ube nesisindo osifanele. Njengabaxhasi bemidlalo, akubanga yinto enzima ukwenza lokhu kepha umsebenzi wokwenza lomkhankaso wadinga ukusebenzisana okuqavile phakathi kwamaqembu esigabeni esiphezulu, abathwebuli kanye nezinkampani zezikhangiso. Lokhu kwawaqinisa amaxhama phakathi kwabalandeli, ikakhulu abesifazane, babona ukuthi nabo ababancinyane futhi babalulekile ngoba bebona indlela lemikhankaso eyayiqhakambisa ngayo ukuvikelwa kwabo. Lowo msebenzi uwonke wawudinga ulwazi lwezokukhangisa, ukubhala okunothile okuqhakambisa isisekelo semindeni ebumbene, ulwazi nekhono lokuthwebula nokuhlanganisa wonke lomyalezo ube nomuzwa ozoqondwa ngabalandeli besilisa nabesifazane, ngaphandle kokujivaza amaqembu noma imikhiqizo yotshwala.
Amaqembu ezemidlalo emhlabeni jikelele aseqalile ukuzihlela kuhle kwezinkampani (brands), kanti ziningi izizathu ezidala ukuba enze lokhu. Lawo asesigabeni esiphansi, ukuba negama elihle kuwabeka emathubeni angcono okuba athole ukuxhaswa – ikakhulukazi njengoba isimo somnotho singesihle ngenxa yokhuvethe – bese kuthi lawo asesigabeni esiphezulu wona akhathalele kakhulu ukuba sebalazweni. Kuyinto efanayo nakuyo imiqhudelwano enjengama-Olympics abekade ephothulwa ngeSonto kusihlwa, ahleze eba nophawu kanye nemifanekiso emisha minyaka yonke ehlelwa yizinkampani zezikhangiso ukuze lemiqhudelwano izoba nomyalezo (visual language) ohehayo negqugquzelayo, iqhakambisa amakhono ezizwe ezahlukene.
Lezi zinguquko zikubeka ngokusobala ukuthi kungani amaqembu ekukhathalela ukushintsha imijezi minyaka yonke, ukulungisa kabusha uphawu aziwa ngalo, ukusebenzisa izithombe ezinyakazayo, imifanekislo edwetshiwe namavidiyo ezinkundleni zokuxhumana.
Ekuqaleni kwalenyanga iKaizer Chiefs yethule ijezi layo elisha ngaphansi komkhankaso wayo onesiqubulo esithi “Plastic never felt so good”, isebenzisana nabakwaNike abaziwa kakhulu ngemikhankaso yabo eyeseka abesifazane kwezemidlalo, nokuvikelwa komhlaba ngesiqubulo sabo i-Move To Zero. Lelijezi elamukelwe ngenkulu inhlokomo ngabalandeli lenziwe kusebenziswa ubuchwepheshe besimanje obukhulula umzimba busabalalise nejubane kubadlali.
“Enkundleni kuba nabantu cishe abangama-80 000, kodwa kunenqwaba yezihlwele ezisuke zilandela lowo mdlalo ezweni nasemhlabeni wonke” kusho uJessica Motaung oyiNhloko yeZokukhangisa yeKaizer Chiefs kade ebalula ukubaluleka kokukhangisa iqembu ngendlela enhle nokuthi kubasebenzela kangakanani ukusebenzisana nezinkampani zezikhangiso kanjalo namaciko ahlanganisa lawo akwaNike akukhathalelayo ubuchwepheshe, nokuxhumana okuhle nabalandeli babo.
