The role of southern ground hornbills in a variety of cultural beliefs also influence conservation efforts. Some of these beliefs actually benefit their preservation. An example is the Ndebele, who believe killing southern ground hornbills is taboo due to their negative associations. However, the birds are also used in traditional cultural practices and medicines which can be harmful. In some marketplaces and cultures, southern ground hornbills are used in traditional medicines, which often rely upon harvesting specific parts of the bird. To date, research suggests that cultural uses do not have a significant impact on their populations. For example, the Ndebele healers use the bird for traditional medicine, but must follow a strict ritual process that could take months or years to prepare. Additional research documents plant alternatives to southern ground hornbill use for cultural belief uses. While investigation into traditional medicine trade of the southern ground hornbill has occurred, the bushmeat trade remains poorly understood, and it has only been seen to occur in areas of Malawi.