In 1996 President Nelson Mandela said: “When our first democratically elected government decided to make Heritage Day one of our national days, we did so because we knew that our rich and varied cultural heritage has a profound power to help build our new nation.”
As we celebrate Heritage Day this year, I've been reflecting on Madiba’s words, which resonate with me deeply. I share his belief that South Africa’s diverse and rich cultural heritage holds significant potential to contribute to the ongoing development of our beautiful nation.
Over the past few days, many companies are likely to have encouraged their employees to don traditional clothing, organise events to highlight a variety of cultural cuisines and come together for braais to promote unity and diversity. These activities play a significant role in celebrating the rich diversity that Mandela spoke of. However, our appreciation and understanding of South Africa’s heritage should extend well beyond these symbolic acts.
At its essence, heritage is not a static concept. It evolves as communities develop and adapt, serving as a vital catalyst for social cohesion and inclusion — key elements for fostering peace and driving economic growth. I firmly believe the youth of South Africa, who embody the legacy of our heritage, should be empowered to reclaim and redefine it, not merely as a relic of the past, but as a means to forge a brighter future. This is a crucial aspect that corporate South Africa cannot afford to ignore.
Heritage is a means to cultivate a sense of ownership. South Africa’s heritage reminds us of our shared history and our progress. With the birth of our new government of national unity, South Africa is united under leadership from all walks of life, representing diverse backgrounds.
But we cannot sit back and only remember heritage every September. We must harness the transformative power of heritage to tackle the nation’s most urgent issues — youth unemployment, generational poverty, and inequality.
The socioeconomic gaps in South Africa are alarming. With youth unemployment rates remaining high, it’s evident that we need systemic change. Our unemployment rate of 33% is the highest globally. Young people bear the brunt, with 61% of 15- to 24-year-olds jobless, a figure rising to 71% when accounting for those who have lost hope. Many have ceased seeking employment, pushing the effective unemployment rate closer to 42%. These challenges hamper earning potential, limit business growth, strain social cohesion and burden public resources
The answer lies not just in job creation but in providing young people with opportunities to realise their potential, backed by a strong sense of pride in their heritage and a clear vision for their future.
In our centres across the country, young people are taught about their history and their role in redefining what it means to be South African today. Through our unique Cradle-to-Career 360° model, youth are empowered to embrace their identities, cultural backgrounds and values while equipping them with the skills necessary to contribute meaningfully to their communities and the economy. This approach doesn’t just preserve heritage — it ensures that our future leaders are grounded in it.
Our heritage holds immense potential for driving social and economic change, but it requires collaboration to truly make an impact
For corporate South Africa, this presents a unique opportunity — supporting young people who are technically skilled and grounded in strong morals and work ethic, qualities that are increasingly rare but essential in today’s labour market. Our corporate partners provide more than just financial support.
They gain access to a steady stream of skilled, motivated young professionals who are equipped to tackle the demands of South Africa's fast-changing industries. But at the heart of this approach lies an important understanding — economic transformation cannot happen in isolation from cultural heritage.
Our heritage holds immense potential for driving social and economic change, but it requires collaboration to truly make an impact. Civil society, government and the private sector must come together and invest in the growth of our youth. The GNU emphasises that collaboration is key. We can't achieve our goals in isolation. I strongly support building a more robust partnership to reach our shared objectives. Success truly depends on this united effort.
Speaking on Heritage Day in 2002 in Pretoria, Mandela said: “Our youth is indeed the most precious treasure we have.”
That hasn’t changed.
Looking ahead, we — civil society, corporate South Africa and government — must remember that our heritage is not something to be preserved in a museum. It is a living, breathing force that, when reclaimed and harnessed, can propel the youth, us, and South Africa towards a brighter future.
Let us commit to working together — to protect our cultural history and the potential of every young South African who carries that heritage forward.
• Marc Lubner is the executive deputy chairperson of Afrika Tikkun
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