In today’s sustainability conversations, climate change, renewable energy and biodiversity often dominate the headlines. Yet one of the most urgent sustainability challenges facing South Africa is unfolding quietly within homes, workplaces and communities: chronic illness. Diabetes, now one of the country’s leading causes of death, is not only a public health issue it is a social, economic and human sustainability issue.
Through the powerful #DiabetesLooksLikeMe campaign, South African diabetes platform Sweet Life Diabetes Community is challenging stigma, reshaping conversations around chronic illness and reminding society that behind every diagnosis is a human being deserving of dignity, support and empathy.
According to Dr Bridget McNulty, one of the campaign’s driving forces, stigma remains one of the biggest barriers to early diagnosis and effective diabetes management in South Africa.
This year, our core message is around language:
“Diabetes stigma is reflected in the way we talk about people with diabetes,” she explains. “The language used is often filled with blame and shame, and the people behind the condition are not seen or empowered.”
The consequences are devastating. An estimated one in two South Africans living with diabetes remain undiagnosed a statistic that contributes directly to the growing burden on families, healthcare systems and communities. What makes this particularly alarming is that diabetes, when diagnosed early and managed properly, is not necessarily a fatal condition. The campaign’s focus on real people and authentic stories is intentional. Rather than relying solely on statistics, #DiabetesLooksLikeMe humanises the condition. By sharing lived experiences openly, the campaign helps dismantle stereotypes and create understanding.
As psychologist Daniel Sher notes, storytelling has the power to validate emotional realities while building connection and compassion. In many ways, representation becomes a form of healing. One of the most persistent misconceptions surrounding Type 2 diabetes is the belief that people “gave it to themselves” through unhealthy lifestyle choices. Dr McNulty challenges this narrative firmly. Socioeconomic inequality, hereditary factors and limited access to healthy food and healthcare all play significant roles in diabetes outcomes. Many South Africans are navigating environments where nutritious food, wellness education and preventative healthcare remain inaccessible luxuries rather than everyday realities.
This is where the conversation intersects directly with sustainability.
At its core, sustainability is about creating systems that allow people and communities to thrive over the long term. Chronic illnesses such as diabetes impact productivity, education, household income and public healthcare costs. They influence workforce wellbeing, economic participation and social equity. A country cannot speak meaningfully about sustainable development while ignoring the growing burden of non-communicable diseases.
Dr McNulty believes the relationship between socioeconomic inequality and chronic illness still receives far too little attention. Communities with fewer resources often carry the heaviest health burdens while simultaneously receiving the least support and education around prevention and management.
A truly sustainable healthcare future, she says, would centre around empowered individuals equipped with practical, accessible knowledge to improve their long-term wellbeing. Importantly, healthier living should not feel exclusive or unattainable.
The Sweet Life team advocates simple, realistic steps through the TEEL approach:
- Take your medication as prescribed
- Eat healthy food
- Exercise daily
- Lose weight if needed
These are not luxury wellness trends. They are accessible habits rooted in consistency, balance and long-term care.
The campaign also highlights the often-overlooked emotional realities of living with diabetes. Managing a chronic condition is not simply physical it is deeply mental and emotional. Diabetes distress, anxiety and isolation can significantly affect a person’s wellbeing and ability to manage their condition effectively. Community support therefore becomes essential. Through online platforms and support networks, many South Africans living with diabetes are finding spaces where they feel understood, represented and less alone. This sense of belonging is often as important as medical treatment itself.
Businesses, too, have a critical role to play. Employee wellness and chronic disease support should no longer be treated as optional corporate initiatives but as core components of responsible ESG strategies. Healthier employees are more productive, engaged and resilient, while supportive workplaces foster inclusion, retention and stronger organisational culture.
Media platforms also carry responsibility. Chronic illness conversations should not only appear during awareness months or health campaigns. Consistent representation matters. By regularly sharing informed, human-centred stories, publications and brands can help normalise chronic illness and reduce harmful stigma.
At Sustainable Living Review, we believe sustainability extends far beyond environmental protection. It includes the health of our communities, the dignity of vulnerable individuals and the systems we build to support human wellbeing.
Perhaps one of Dr McNulty’s most profound reflections captures this idea best: sustainable living means “making decisions today that Future Me will thank me for.”
It is a reminder that sustainability begins not only in policy or infrastructure, but also in compassion, prevention, education and the everyday choices that shape healthier futures for all.
Learn More & Join the Conversation
For more information about the #DiabetesLooksLikeMe campaign, diabetes education resources and community support, visit:
- Sweet Life Diabetes Community Website
- #DiabetesLooksLikeMe Campaign Page
- Sweet Life Facebook Community
- Sweet Life Instagram
The Sweet Life community regularly shares educational content, real-life stories, wellness resources and support for South Africans living with diabetes.
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