#78- Prof Sue Goldstein: The True Cost of Health in South Africa

Introducing Prof Susan Goldstein, a public health specialist, health economist, and Division Director of PRICELESS SA at Wits University. Susan’s work sits at the intersection of health, economics, and policy — helping South Africa make smarter, fairer decisions about which health interventions truly save lives, reduce inequality, and offer the greatest long-term impact.The conversation explores how industries strategically target young consumers and why early habits are so strongly influenced by marketing design. Susan breaks down health economics in simple, everyday terms, explaining how the field evaluates the cost of prevention versus the cost of cure — and why governments often delay investing in preventive measures even when the numbers clearly support it.They dive into the political claims around employment and how corporations use job-loss narratives to resist health regulations. Susan also unpacks the sophisticated tactics these companies use to maintain influence, from bundling products to shaping public perception through contradictory marketing that promotes both unhealthy products and wellness messaging.The discussion moves into behavioural science — how governments can “nudge” the public toward better choices, and why some interventions fail despite good intentions. Susan talks through the potential of clearer front-of-pack “robot labelling” systems, the impact of sugar-tax research, and the challenges of driving prevention in a system that rewards short-term wins.Towards the end, the conversation becomes more personal, as Susan reflects on the motivations that guide her work, the moments that have shaped her perspective, and what meaningful progress looks like in a health system battling inequality. She shares honest insights about the tension between ethics, evidence, and policy — and what she would change first if given the chance.This episode offers a powerful blend of economics, ethics, and real-world public-health strategy — with practical lessons for anyone interested in how healthier societies are built.You can find more about Sue and Priceless SA below:PRICELESS SA(5) Sue Goldstein | LinkedInChapters:(00:00) Intro (03:30) Targeting Young Consumers (07:30) What is Health Economics? (10:00) The Cost of Preventing vs Cure (14:00) The Employment Debate (16:45) Corporate Tactics (20:00) Why is Prevention not prioritised? (26:00) What doesn’t work? (31:00) How do we nudge the public in the right direction? (41:15) The bundling of products (44:20) The Contradictions of Marketing (47:00) The Robot Labelling System (50:30) Self Reflection on Motivation (53:30) Research on Sugar Tax (56:00) What Would Sue Do? If you enjoyed the episode, please share it. Much love, Clint