Opinion / Columnist
Dedollarisation : The Nexus of Value and the Campaign of Belief
2 hrs ago | 73 Views
The journey toward full dedollarisation by 2030 is not simply a four-year monetary recalibration - it is a national reawakening, a strategic rebranding of Zimbabwe's economic identity. It is a campaign of belief, a choreography of trust, and a masterclass in social marketing. While the fiscal and monetary authorities have laid the fiscal scaffolding, the true architecture of success lies in mobilizing the collective imagination of Zimbabweans. This is not a technocratic exercise confined to policy corridors - it is a national marketing drive - a call to arms for every capable mind, every think tank, every community voice.
To reintroduce a sovereign currency in a landscape shaped by past volatility is to engage in a delicate dance of public relations and persuasion. Previous monetary transitions, though guided by earnest intent, encountered formidable challenges. These moments must be acknowledged not with negative critique, but with respectful reflection. They were baby-step chapters of experimentation, each offering valuable lessons in resilience, adaptability, and the complexity of economic reform. Today, the ZiG ought not be perceived as a repudiation of the past, but as a refined product of it, a currency not only backed by gold, but more importantly, backed by vision and trust. Yet gold alone cannot anchor belief. As embodied in the USD's 'In-God-we-trust' mantra, the real currency is trust and confidence, the same token of confidence that hedged the ZiG for more than a year, with notable credible stability. Confidence is not built in silos, it is built in stories. This is where marketing must take a centre stage.
The unit must be marketed not merely as a medium of exchange, but as a symbol of national pride - a badge of economic rebirth. Social marketing theory reminds us that behaviour change is not imposed, it is inspired (Andreason, 2017). Citizens need be engaged as co-authors of this transformation, not passive recipients. The campaign must be immersive, inclusive, and imaginative. Imagine an ommni-phygital platform roll-out that speaks to every Zimbabwean heart. Billboards that evoke resilience. Radio jingles that celebrate sovereignty. Influencers who embody the new economic ethos. Community forums where myths are dispelled and dreams are shared. The currency must be woven into the Zimbabwean cultural fabric, its story told in churches, villages, schools, markets, betting houses, hospitals, and digital spaces. It must be more than a currency; it must be a movement. Public relations must be deployed with finesse. The narrative must be aspirational, not apologetic. The analogous signal should be that, Zimbabwe is not retreating from the dollar, it is advancing towards autonomy. The unit must be positioned as a phoenix currency, rising from the embers of past trials, gilded with the promise of stability and growth. Strategic endorsements from respected economists, business leaders, and cultural icons can amplify credibility. Testimonials from early adopters can humanize the transition. Transparency in policy communication can fortify trust.
Confidence-building must be multidimensional. Behavioural economics asserts that humanity responds to incentives, symbols, and simplicity (Mankiw, 2008). Loyalty programs for ZiG transactions, merchant discounts, and tax rebates can catalyze adoption. Digital integration, through mobile wallets and e-commerce platforms - can enhance accessibility. But these vehicles must be wrapped in a compelling narrative. The currency must feel modern, secure, and empowering. From a philosophical perspective, dedollarisation is a reclamation of symbolic capital. Currency is not just a financial instrument, it is a mirror of national identity. To de-dollarise is to reassert the Zimbabwean story, to inscribe sovereignty into every transaction. It is a Foucauldian reordering of discourse, a semiotic shift from dependency to dignity (Said, 1983; Dreyfus & Rabinow, 1983). The ZiG must become a metaphor for possibility, a golden thread stitching together past resilience and future prosperity.
This transformation cannot be orchestrated by institutions alone. It must be co-created through academic rigour and civic dialogue. Universities, think tanks, civil society, and grassroots networks must be convened in candid symposia to refine strategies, scan views, and co-author the narrative. The process must be participatory, not prescriptive. Only then can the ZiG transcend its materiality and become a symbol of collective agency. Essentially, dedollarisation is not a mere economic adjustment, it is a national metamorphosis. It demands a fusion of fiscal discipline, marketing ingenuity, philosophical depth, and civic participation. Zimbabwe must not only change its currency, it must change its story, and share the narrative with the outer world. And in doing so, it must summon the full spectrum of its world-renowned intellectual and imaginative capital. The road to dedollarisation is not paved with dollars, it is paved with belief, with branding, and with boldness.
To reintroduce a sovereign currency in a landscape shaped by past volatility is to engage in a delicate dance of public relations and persuasion. Previous monetary transitions, though guided by earnest intent, encountered formidable challenges. These moments must be acknowledged not with negative critique, but with respectful reflection. They were baby-step chapters of experimentation, each offering valuable lessons in resilience, adaptability, and the complexity of economic reform. Today, the ZiG ought not be perceived as a repudiation of the past, but as a refined product of it, a currency not only backed by gold, but more importantly, backed by vision and trust. Yet gold alone cannot anchor belief. As embodied in the USD's 'In-God-we-trust' mantra, the real currency is trust and confidence, the same token of confidence that hedged the ZiG for more than a year, with notable credible stability. Confidence is not built in silos, it is built in stories. This is where marketing must take a centre stage.
The unit must be marketed not merely as a medium of exchange, but as a symbol of national pride - a badge of economic rebirth. Social marketing theory reminds us that behaviour change is not imposed, it is inspired (Andreason, 2017). Citizens need be engaged as co-authors of this transformation, not passive recipients. The campaign must be immersive, inclusive, and imaginative. Imagine an ommni-phygital platform roll-out that speaks to every Zimbabwean heart. Billboards that evoke resilience. Radio jingles that celebrate sovereignty. Influencers who embody the new economic ethos. Community forums where myths are dispelled and dreams are shared. The currency must be woven into the Zimbabwean cultural fabric, its story told in churches, villages, schools, markets, betting houses, hospitals, and digital spaces. It must be more than a currency; it must be a movement. Public relations must be deployed with finesse. The narrative must be aspirational, not apologetic. The analogous signal should be that, Zimbabwe is not retreating from the dollar, it is advancing towards autonomy. The unit must be positioned as a phoenix currency, rising from the embers of past trials, gilded with the promise of stability and growth. Strategic endorsements from respected economists, business leaders, and cultural icons can amplify credibility. Testimonials from early adopters can humanize the transition. Transparency in policy communication can fortify trust.
Confidence-building must be multidimensional. Behavioural economics asserts that humanity responds to incentives, symbols, and simplicity (Mankiw, 2008). Loyalty programs for ZiG transactions, merchant discounts, and tax rebates can catalyze adoption. Digital integration, through mobile wallets and e-commerce platforms - can enhance accessibility. But these vehicles must be wrapped in a compelling narrative. The currency must feel modern, secure, and empowering. From a philosophical perspective, dedollarisation is a reclamation of symbolic capital. Currency is not just a financial instrument, it is a mirror of national identity. To de-dollarise is to reassert the Zimbabwean story, to inscribe sovereignty into every transaction. It is a Foucauldian reordering of discourse, a semiotic shift from dependency to dignity (Said, 1983; Dreyfus & Rabinow, 1983). The ZiG must become a metaphor for possibility, a golden thread stitching together past resilience and future prosperity.
This transformation cannot be orchestrated by institutions alone. It must be co-created through academic rigour and civic dialogue. Universities, think tanks, civil society, and grassroots networks must be convened in candid symposia to refine strategies, scan views, and co-author the narrative. The process must be participatory, not prescriptive. Only then can the ZiG transcend its materiality and become a symbol of collective agency. Essentially, dedollarisation is not a mere economic adjustment, it is a national metamorphosis. It demands a fusion of fiscal discipline, marketing ingenuity, philosophical depth, and civic participation. Zimbabwe must not only change its currency, it must change its story, and share the narrative with the outer world. And in doing so, it must summon the full spectrum of its world-renowned intellectual and imaginative capital. The road to dedollarisation is not paved with dollars, it is paved with belief, with branding, and with boldness.
Source - Munyaradzi Mhaka (PhD Scholar (CUZ))
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