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“Freedom Day reminds us that political liberation must be backed by social, economic, and environmental freedom."
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As South Africa celebrates Freedom Day on Sunday – marking 31 years of a transition from apartheid to constitutional democracy – to entrepreneur Nombulelo Malinga, the day is about a commitment to building businesses that are “aligned with purpose and sustainability”.
In an interview with The Citizen, the 34-year-old founder and CEO of Zizi Digital, maintains that freedom means “shaping a communications company that is unapologetically young, black, female-led and deeply committed to driving positive change across South Africa and the continent”.
“Freedom means we get to choose differently. We are free to create businesses that don’t just chase profit, but build a better and sustainable world,” says Malinga
Based in South Africa’s economic hub, Johannesburg, Zizi Digital is leading a new generation of thinkers, storytellers, and digital strategists who believe that success is “no longer just about commercial milestones – it’s about aligning brands to a higher calling”.
At the core of the company’s work, is a deep commitment to supporting public and private sector initiatives, aligned with the United Nations’ (UN) Sustainable Development Goals (SDGs).
The agency specialises in behavioural change communications across South Africa and the African continent, focusing on campaigns that encourage meaningful shifts in communities and industries.
“This reflects a new kind of freedom – the ability not only to speak, but to influence, educate and inspire action in a world that urgently needs sustainable solutions.
“As a signatory to the Women’s Empowerment Principles, supported by UN Global Compact and UN Women, we urge other organisations to align with the SDGs – recognising their critical importance in tackling South Africa’s biggest challenges, from inequality to climate change.
“Freedom Day reminds us that political liberation must be backed by social, economic and environmental freedom.
“Our generation has the opportunity and the responsibility to actively shape that future,” says Malinga.
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To Malinga, leadership includes “a conscious responsibility towards the environment”.
With a strong environmental policy in place, the agency prioritises sustainable practices in its operations – affirming that “true freedom includes securing the health of the planet for generations to come”.
In 2024, Zizi Digital earned a recognition as “Top Gender Empowered Company” by Standard Bank.
This honour, says Malinga, “highlights the agency’s commitment to fostering diversity, inclusion and leadership that breaks barriers – all vital elements in creating a truly free and equitable society”.
With its rallying cry “get the conversation going”, Malinga says the company is proving that communications “can be a powerful tool for change”.
“By blending creativity with intention, the team is using the freedoms of today to create a legacy where leadership is dynamic, diverse and transformative.
“We are not just building a brand, but rewriting what it looks like to lead in South Africa and Africa – young, black, female and purpose-driven,” she says.
As South Africa – from Verwoerd to Nelson Mandela – reflects on the meaning of Freedom Day, Malinga has pledged to remind society that “freedom is not the end of the journey, but the beginning”.
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