Earning their keep (quietly): un-meme-able investments

When the social media age meets global disruption, the line between digital entertainment and financial commentary can be blurred. From conflict in the Middle East to international alliances, viral memes typically get more attention than cogent – “boring” – analysis. That irresistibly shareable video is not just killing commute time; it is contributing to narratives that move markets. However, the half-life of a TikTok post is short. Fundamentals endure. 

This informs one topic that rarely trends as a short video: bond investing. It hardly lends itself to the latest viral dance. That is part of what makes it so important in times of worldwide tumult. A bundle of South African bonds, for example, is not here to entertain; it is here to do a job.