5 things you might not know about South Africa's youth consumer class
While their counterparts in lower income communities are unfortunately still mired in the unending battle for educational and job opportunities, the country's youth consumer class is largely well-educated or getting there, and 24% of them are already earning R20k per month or more. They are making smart decisions by choosing industries with growth potential, upskilling online, and leveraging digital tools to manage money, build personal brands, and work independently.
According to the latest BrandMapp survey, 77% of our youth consumer class are Black South Africans, reflecting gradual economic transformation. BrandMapp's director of Storytelling, Brandon de Kock says: 'Too often, youth are seen only through the lens of unemployment. But that's just one side of the story. A huge number are already participating in and reshaping the system from within. They are hyper-connected, socially aware, media-savvy, pure digital natives.
"By rethinking careers, finances, and what it means to 'make it', they are defining adulthood on their terms. They are also changing the game for all of us in how they spend, live, move, and choose brands. As the first fully digital generation navigating adult life against a backdrop of economic pressure, social change, and constant digital acceleration they have an incredibly interesting story to tell of being young in South Africa.'
SA's youth consumer class skews female
According to stats SA, there is a 51–49% female–male split in the South African population, but when you put a 'youth consumer class' lens on this data, it shifts radically to 65% female and 35% male, which is very much in line with published statistics from the education department regarding the female skew in university graduates for the past few years.
Adding context, WhyFive's Youth strategist, Ashleigh Cumming explains: 'The dominance of females in the youth consumer class is highly relevant because there is such a difference in shopping behaviour between the genders. This may sound like a generalisation, but our data shows it to be true: female consumers drive more frequent and diverse categories of spend including food, beauty, fashion, health, education and home. They tend to plan ahead and budget carefully while leaving some room for emotional or 'reward' buys.
"Male consumers tend to be more goal-oriented in shopping. They are interested in fewer categories, browse less, and have a more 'get what I came for' approach. On the other hand, male consumers often spend more per transaction, especially in electronics, alcohol, and personal tech. As traditional consumers age and shrink as an economic force, this youthful, female-skewed base is where growth will come from in retail, financial services, tech, healthcare, and education. Ignore them, and you risk becoming irrelevant. Invest in them, and you can build loyalty that starts early and lasts long.'
Outlook on SA is far from rosy
Well-educated and motivated, the taxpaying youth consumer class are unfortunately noticeably less anchored to South Africa's future. Nearly half, 49%, have their passports ready and say they are likely or very likely to emigrate in the next five years, compared to just 26% of older adults. Turning that desire into reality may prove more difficult than they think, but the fact remains that in terms of 'intent', a large percentage of our most educated, highly skilled young people clearly see greener grass outside the borders of South Africa.
Cumming says: 'Whether it's about staying ready to move or redefining what success looks like, we also see that South African youth are shifting away from traditional ownership. Owning a home and buying a car is no longer the ultimate goal – instead, they're choosing flexible access to what they need, when they need it. From renting apartments and using e-hailing services to streaming content on demand, this generation is choosing convenience over commitment. Today's youth value mobility and experience over permanence. They want the freedom to move cities, switch careers, or work remotely, and rigid ownership models just don't fit that lifestyle.
'However, when it comes to social causes, they are not afraid of commitment. 86% of the youth consumer class show up for what matters, with education, gender-based violence, health and youth issues at the top of their list.'
Freedom to live their best lives
As true born-frees, the youth consumer class is almost twice as likely as older South Africans to be themselves and support those that express individuality. In line with global estimates, 9% identify as LGBTQ+. 40% of those who don't, still support the movement compared to just 26% of older generations.
Is SA their land of hope and dreams?
Aligning with the high rates of young consumers considering emigration, only 37% of youth say that they are optimistic about the future of South Africa, while 41% are unsure. Cumming notes: 'That's a large portion caught between hope and frustration. Uncertainty isn't apathy, perhaps it's a response to a system that keeps letting them down? When you consider that a whopping 41% of the youth consumer class also say they have aspirations to start a business – entrepreneurial energy that the country needs so badly, it begs the question of what South Africa needs to do to not only get more young people upskilled and into the workforce, but also how it can be the place that meets the aspirations of the well-educated, working youth segment.'
Always online – the generational difference
Masters of the digital landscapes they grew up in, like their global counterparts, South Africa's youth consumer class is exceptionally connected. Their use of generative AI, gaming and streaming services all outstrip the older generations. 68% are streaming music, 42% are job hunting and 26% are upskilling online.
De Kock concludes: 'What we are seeing in the emerging youth consumer class is a group of powerful young taxpayers who are employed, connected and active in the economy. Despite economic constraints, they are influential, vocal and central to the future of consumer markets. Rather than focus on traditional home and car ownership, they are hungry for better jobs and far more likely to want to start their own businesses. That kind of ambition isn't just personal – it's the spark South Africa's economy needs.'
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Zawya
6 hours ago
- Zawya
Egypt: Minister of Planning, Economic Development, and International Cooperation Discusses Developments in Joint Economic Relations with Norwegian Minister of International Development and Dutch Deputy Minister of Development
H.E. Dr. Rania A. Al-Mashat, Minister of Planning, Economic Development, and International Cooperation, met with H.E. Mr. Åsmund Aukrust, Minister of International Development of the Kingdom of Norway. The two sides reviewed ways to strengthen cooperation opportunities between the two countries and discussed a number of joint issues. This meeting took place during her representation of the Arab Republic of Egypt at the Fourth G20 Development Working Group (DWG) Meeting and the G20 Ministerial Meeting on Development. These meetings are being held under South Africa's G20 presidency from July 20 to 25, 2025, under the theme "Solidarity, Sustainability and Equality" in South Africa. During the meeting, H.E. Dr. Rania Al-Mashat lauded the Egyptian-Norwegian relations, and noted that the two countries have strengthened and deepened bilateral ties across various sectors, including renewable energy and regional stability efforts. H.E. Dr. Al-Mashat highlighted that the extended partnership between the governments of Egypt and Norway has been essential in boosting the economy, developing the renewable energy sector, and creating better opportunities for the Egyptian economy. H.E. Dr. Rania Al-Mashat emphasized Egypt's commitment, with its expanding economy and attractive investment climate, to attracting new foreign partnerships and investments that can drive innovation, economic growth, and sustainable development. H.E. Dr. Al-Mashat pointed to the most prominent areas of cooperation with the Norwegian side, which include the oil, energy, gas, maritime transport, shipping, and shipbuilding sectors, in addition to fisheries and aquaculture. She noted that Egypt is keen to expand these areas of cooperation, and highlighted that the Egyptian-Norwegian partnership in promoting investments in the renewable energy sector was a central focus of H.E. President Abdel Fattah El-Sisi's historic visit to the Kingdom of Norway in December 2024. H.E. Minister Al-Mashat added that the shared goals and mutual respect characterizing the bilateral relations between Egypt and Norway represent a model for international cooperation that will be built upon in the coming years. She further stated that Norway's commitment to sustainability and international cooperation aligns with Egypt's Vision 2030 and green transformation goals. H.E. Dr. Al-Mashat pointed out that the cooperation between the two countries in green hydrogen and renewable energy, which includes several prominent projects. These include a green ammonia production project from green hydrogen, a green methanol production project in the Suez Canal Economic Zone, in addition to a number of funded projects in various fields. These contribute to creating decent job opportunities for youth in cooperation with the International Labour Organization and the Norwegian Ministry of Foreign Affairs, and promoting health and combating violence against women in Egypt in cooperation with the United Nations Population Fund. H.E. Minister Al-Mashat affirmed Egypt's keenness to involve the private sector, especially in strategic sectors such as renewable energy, green hydrogen, maritime industries, and technology. She noted that the country provides a stable investment climate, competitive incentives, and access to key regional markets, making it an ideal gateway for Norwegian and other international companies seeking to expand into the Middle East and Africa. She also referred to the cooperation between Egypt and Scatec, and mentioned that Egypt and Norway have historically strong economic ties, which have translated into tangible projects benefiting both economies. H.E. Dr. Al-Mashat outlined that the new partnerships with Scatec enhance active cooperation between the public and private sectors and development partners, aiming to promote green transformation. She noted Scatec's contribution to the implementation of the Benban Solar Park, one of the largest solar parks in the world, and the first green hydrogen plant in the Suez Canal Economic Zone, in cooperation with the European Bank for Reconstruction and Development and other partners. H.E. Dr. Al-Mashat also pointed to the efforts of the Ministry of Planning, Economic Development, and International Cooperation in continuing to support international partnerships and mobilize local and international financing to promote green transformation in Egypt and increase the number of environmentally friendly projects. She pointed out that the cooperation portfolio with Scatec includes a number of projects under the energy sector of the "NWFE" program, including the green hydrogen project in Egypt, the green ammonia production project in Damietta, the 1 GW solar power project with battery energy storage solutions (BESS), and a 1 GW solar power plant for the aluminum complex in Naga Hammadi. Egyptian-Dutch Relations On another note, H.E. Dr. Rania Al-Mashat met with H.E. Ms. Pascalle Grotenhuis, Netherlands' Vice Minister for International Development, to discuss strengthening Egyptian-Dutch relations and developments in the partnership between the two countries. During the meeting, Dr. Rania Al-Mashat affirmed that Egypt and the Netherlands have deep-rooted political, cultural, and economic relations spanning several decades. These relations have witnessed significant momentum and growing cooperation at various levels in recent years. H.E. Dr. Al-Mashat noted that the economic cooperation between the two countries has been an important axis in bilateral relations, with the Netherlands providing over 407 million Euros in development financing to Egypt since 1975. This assistance has contributed to supporting many vital sectors, including agriculture and irrigation, health and social affairs, transport, electricity, housing, tourism, education, and local development. She stated that the Netherlands is one of Egypt's main trading partners within the European continent, with bilateral trade amounting to approximately one billion Euros annually. Both sides aim to expand this cooperation and diversify its areas, especially given the available opportunities for economic integration between the two countries. H.E. Dr. Al-Mashat highlighted the "Orange Corners" program, implemented in cooperation with the Dutch side and the private sector, to support entrepreneurs in the Nile Delta and Upper Egypt governorates. After the success of the first three-year phase, the program is now in a new cycle extending from 2024 to 2028, reflecting the shared interest of both countries in achieving inclusive economic growth and providing job opportunities for youth. The two sides also reviewed developments in cooperation in the fields of water and climate following the Memorandum of Understanding signed between the Egyptian and Dutch governments in October 2024, to enhance cooperation in coastal resource management and adaptation to climate change. Distributed by APO Group on behalf of Ministry of Planning, Economic Development, and International Cooperation - Egypt.
Zawya
10 hours ago
- Zawya
Coca-Cola Beverages Africa invests R365m in new high-speed line in South Africa
Coca-Cola Beverages Africa (CCBA) ( has invested R365m in a new state-of-the-art bottling line capable of producing 72,000 bottles per hour at its plant in Midrand, South Africa. The high-speed production line marks a South African first, producing Bonaqua Pump Still 750ml and Powerade 500ml packs with an innovative sports bottle cap. Beyond this milestone, the line will also produce Bonaqua Still in 330ml and 500ml packs, further driving the company's efforts to expand its hydration category. Underscoring a commitment to innovation, the line will additionally produce the recently launched Powerade Springboks Edition. 'By launching this new line, we strengthen our ability to meet growing consumer demand and create shared value across the local value chain, including for our customers and communities,' said Moses Lubisi, Manufacturing and Technical Director at Coca-Cola Beverages South Africa (CCBSA), a company in the CCBA group. 'Importantly, this investment reaffirms the Coca-Cola system's local approach – we produce locally, distribute locally and, where possible, source locally.' 'At CCBA, our passion for refreshing the continent drives everything we do,' said Sunil Gupta, Chief Executive Officer of CCBA. 'This new production line in South Africa represents a key step in our ambitious growth plans in all our markets on the continent. It enhances our ability to meet consumer needs while reinforcing our commitment to delivering reliability and top-quality beverages across Africa.' To help support the company's environmental goals, the new production line features advanced technology to optimise water and energy use. Additionally, the line required skills training for employees, contributing to the development of a future-ready workforce for both the business and the country. Distributed by APO Group on behalf of Coca-Cola Beverages Africa. ISSUED BY: Motshidisi Mokwena Head: Reputation and Communication Coca-Cola Beverages South Africa Tel: +27 83 306 0349 Email: mmokwena@ Keli Fernie Head: Reputation and Communication Coca-Cola Beverages Africa Tel: +27 82 419 8766 Email: kfernie@ Follow us on: LinkedIn: About CCBA: CCBA is the eighth largest Coca-Cola authorised bottler in the world by revenue, and the largest on the continent. It accounts for over 40% of all Coca-Cola ready-to-drink beverages sold in Africa by volume. With over 18,000 employees in Africa, CCBA group services more than 735,000 customers with a host of international and local brands. CCBA group operates in 15 countries, including its six key markets of South Africa, Kenya, Ethiopia, Uganda, Mozambique and Namibia, as well as Tanzania, Botswana, Ghana, Zambia, the islands of Comoros and Mayotte, Eswatini, Lesotho, and Malawi. Learn more at
Zawya
10 hours ago
- Zawya
Committee on Agriculture Commends Improved Performance of Agricultural Research Council (ARC), National Agricultural Marketing Council (NAMC) and Perishable Products Export Control Board (PPECB) in the Fourth Quarter of 2024/25
The Portfolio Committee on Agriculture welcomed the briefings it received yesterday from the Agricultural Research Council (ARC), National Agricultural Marketing Council (NAMC), and the Perishable Products Export Control Board (PPECB) on their performance in the fourth quarter of the 2024/25 financial year and commended their notable performance. In welcoming the briefings from the three entities of the Department of Agriculture, the Chairperson of the Committee, Ms Dina Pule, said the committee was happy about the progress that the entities reported to the committee. She said the committee notes the hard work the entities have demonstrated and called for more improvement in all the areas of work that included implementation of the Auditor General's recommendations on their last audit outcomes. The ARC reported that funding for building of the new Foot-and-mouth Disease (FMD) Vaccine Facility is still a challenge and that, efforts to obtain the required funding for the new facility remains a priority. The entity reported that field assessment of the FMD vaccine in Mpumalanga and Limpopo is ongoing and the study on vaccine safety in pregnant cows and young calves has been initiated. In appreciating the performance of the NAMC, the committee called on the entity to do more on finding market access for the small-scale farmers as markets are alfa and omega for their growth, survival and meaningful contribution to the South African economy and for national food security. The Chairperson told the Deputy Minister of the Department of Agriculture, Ms Zoleka Capa, who led the departmental delegation, that the committee notes with appreciation the accountability of both the Minister and his Deputy that they demonstrate to the committee. The Chairperson also said that accountability is a critical starting point for the success of the department. 'We deeply appreciate your availability to our meetings with the department. Your presence solidifies the accountability of the department to the committee and the oversight responsibility of the committee over the department,' emphasised the Chairperson. Distributed by APO Group on behalf of Republic of South Africa: The Parliament.
