Module 5: HIV/AIDS Issues: What Are The Issues? (Continued)

IMPACTS ON THE MARKET:

The prevalence of HIV among the South African work force is 14% and rising rapidly to 20 - 26%. This is about 1800 new cases per day. AIDS is currently about 2 - 3%.

The following are the projections for 2009:

• Life expectancy about 40.
• In South Africa,10 million would have died from AIDS.
• Average working life is reduced by 15 years.
• Serious skills shortage (20% skilled, 10% highly skilled will get AIDS)
• The South African GDP is reduced by 0.3% each year.
• Company profits impacted 2 - 3% per annum.
• Some markets will collapse, others will emerge.

Note: LSM: stands for Living Standards Measure. It is a term used by marketeers to describe groups of people linking socio-economic terms and the types of products which they buy, and the best channels of communication to reach the market segment. LSM1 = deep rural, poverty stricken, uneducated. LSM10 = urban, very wealthy, educated. BMR: Bureau of Market Research, (a department of the University of Pretoria Businees School.)