In a world where social media has become a gateway to influence, aid, and entrepreneurship, the Nyathi Zw Gilbert aka Nyathi family’s story highlights both the promise and perils of “poverty entrepreneurship.”
Once an overlooked family facing daily hardships, they captivated the online community by sharing their genuine struggles on Facebook, gaining an impressive following.
Support poured in, not just in likes and shares but in tangible assistance that changed their lives, culminating in their partnership with Banabas Marambire, an entrepreneur and founder of Barmlo Investments, a construction company.
Marambire’s involvement has brought stability, a decent and secure home in South Africa, and new professional opportunities to the Nyathi family.
Yet, Marambire’s recent decision to restrict public visibility by banning cameras during donations and requiring payments for on-camera donations raises important questions.
On one hand, it reflects a desire to protect the Nyathi family from exploitation.
On the other, it calls into question what this means for the transparency, accountability, and accessibility that initially drew people to their cause.
This complex journey, if not navigated with wisdom, risks losing the authenticity that endeared the family to so many.
Here, the importance of staying rooted, safeguarding against manipulation, and understanding the true purpose of their online presence comes to the fore.
The Dangers of Exploitation and Performative Altruism
In Proverbs 31:8-9, the Bible calls on us to “speak up for those who cannot speak for themselves.”
The Nyathi family initially, appealed for aid by sharing their unfiltered reality, a strategy often called “poverty entrepreneurship.”
It is an approach that has potential to empower individuals to break out of poverty by leveraging their authentic voice.
However, this powerful tool can quickly be manipulated, especially when a third party controls their narrative, visibility, and even access to donations.
With Marambire’s camera restriction policy, we must question whether this transition benefits the Nyathi family or if it subtly removes control over their narrative, transforming their hardship into a commodity.
Paulo Freire’s “Pedagogy of the Oppressed” highlight that authentic empowerment comes from self-determination.
Empowerment is not just receiving support but being an active agent in shaping one’s life and story.
The Nyathi family’s popularity stemmed from their genuine struggles and the connection they created with followers who saw them as real people, not a curated brand.
By controlling when cameras are allowed and monetising their image, Marambire risks turning their story into performative altruism, where acts of charity are staged, measured, and commodified.
This leads us to a critical question: will these new boundaries foster independence for the Nyathi family, or will it subject them to an endless cycle of dependency on Marambire’s management and public donations?
The Power of Roots: A Foundation for Authentic Growth
Biblical teachings and development perspectives alike emphasise the importance of staying rooted.
In Jeremiah 17:8, it is written: “They will be like a tree planted by the water that sends out its roots by the stream.”
This passage serves as a reminder that stability and growth come from deeply grounded roots.
For the Nyathi family, those roots are the loyal followers and the authentic story they shared—an origin they should not stray too far from.
There is a need to keep their narrative accessible and transparent, not bound by managerial constraints.
In the context of development, Amartya Sen’s “Capability Approach” teaches us that true growth and freedom come from the expansion of genuine opportunities.
Growth, in this sense, is not just material gain, like a new home or a planned tour; it’s the Nyathi family’s continued freedom to narrate their journey in an open and self-directed way.
Their story is only as powerful as their ability to relate openly with their followers.
Allowing restrictive access could alienate the very people who enabled their journey from poverty to influence and, ultimately, sustainability.
A Path Forward: Balancing Privacy and Public Transparency
As Nyathi Zw Gilbert’s story continues to evolve, Marambire’s new rules will inevitably shape their brand’s future.
Privacy and security are essential, especially in the face of sudden fame, but the answer cannot be total control of access.
The Nyathi family must retain agency over their visibility and message.
Followers don’t need polished advertisements; they crave authenticity, the rawness of the Nyathis’ journey.
If Marambire’s policies go unchecked, the Nyathi family could risk becoming mere beneficiaries of an orchestrated story rather than empowered participants in their success.
One solution lies in adopting a more participatory model.
Rather than barring donors from using cameras entirely, why not create guided interactions that maintain privacy while offering accountability?
This middle ground preserves the integrity of their journey without subjecting them to invasive scrutiny or the pressures of performance.
This scenario echoes a media theory: the “Audience Commodity” model by Dallas Smythe.
According to this theory, audiences are sold as commodities to advertisers.
While originally applied to TV viewers, this model warns of the dangers for people like the Nyathi family when their hardships are used to sustain an economy of viewership and engagement.
If Marambire’s approach is rooted solely in capitalising on their story, their audience may feel betrayed and disengage, undermining the original mission.
They need to guard against becoming mere “products” of an image sold to the public.
Their authenticity and the genuine bond with their followers must remain intact.
Adding Value to the Nyathi Brand
Ultimately, Marambire’s managerial strategies will play a pivotal role in shaping the Nyathi family’s long-term brand and sustainability.
By ensuring that each decision remains rooted in the values that initially resonated with the public, Marambire could not only preserve but also enhance their brand.
However, any move toward commercialising their narrative must be executed with a great deal of caution and respect for the journey that brought them this far.
The Nyathi family’s success cannot be predicated solely on maximising profit but on balancing growth with authenticity and accountability.
Isaiah 58:10 reminds us, “If you spend yourselves in behalf of the hungry and satisfy the needs of the oppressed, then your light will rise in the darkness.”
This scripture encapsulates the true spirit of aid and giving—not as a transaction but as an act of love and responsibility.
For the Nyathi family to thrive, Marimbire’s managerial actions must reflect this ethos.
People rallied around the Nyathi family because they saw real people in need, not a manufactured image.
This authenticity is their greatest asset, one that must not be sacrificed for superficial gains.
Looking to the Future
For the Nyathi family, the road ahead should prioritise growth grounded in values, self-determination, and accountability to the people who supported them.
While Marambire’s role as a manager is instrumental in stabilising their newfound fame, his guidance should serve to empower rather than restrict.
This means supporting the family in developing their own voice and in understanding that, ultimately, their brand is an extension of their identity—not a tool for someone else’s profit.
Social media audiences are discerning; they support stories that resonate with them on a human level, and they expect transparency.
By remaining true to their origins, embracing a model of responsible and transparent growth, and avoiding over-commercialisation, the Nyathi family can build a lasting legacy.
Their roots are in their followers, their authenticity, and their story.
By keeping these in sight, they can avoid the pitfalls of performative altruism and create a model of genuine, grassroots empowerment that serves as a beacon of hope for others in similar situations.