South African Youth Are Rewriting the Rules of Adulthood
The narrative around young South Africans often focuses on unemployment, financial hardship and limited opportunities. While those realities cannot be ignored, they don’t tell the whole story.
Why Rugby Reigns Supreme in South Africa: What the Data Reveals About Fans, Women, and the Future of Sports Viewing
As anticipation builds for the return of the All Blacks to South African soil, one question naturally emerges: who actually cares?
From “How Many” to “Who”: Rethinking OOH Effectiveness
For those of us who’ve been wandering the media landscape for many seasons, it’s fair to say that the primary stat driving sales is always ‘reach’: aka ‘how many’. Whether it’s circulation, viewership, listenership or, in the case of OOH, traffic counts and footfall, we’re an industry that’s obsessed with potential eyeballs, and for good […]
Unity Forged in Fire: Why South Africa’s Braai Culture Brings Us Together
Heritage Day in South Africa is about celebrating our diverse cultures. But is there one tradition that unites us all? The answer is simple: the braai. From township streets to leafy suburban gardens, and from beachside gatherings to small-town celebrations, cooking on fire remains South Africa’s most unifying cultural tradition. A Shared Heritage: From Ancient […]
South Africans Still Love the Big Screen: BrandMapp Insights
Movies Remain a Top Pastime for SA Consumers Movies continue to hold their place in the hearts of South Africans. According to BrandMapp, the third most popular pastime among the consumer class (households earning R10k+ per month) is watching movies, ranking just behind music and travel. But in an era of short-form video, streaming platforms, […]
Five Things You Might Not Know About South Africa’s Youth Consumer Class
Young South Africans between 18 and 37 years old, connected to the internet and living in households with monthly incomes above R10k, now make up the majority of the country’s tax-paying base. This group – a blend of older Gen Zs and younger Millennials – was born into democracy and is now carrying its weight. […]
What News Sources Do We Actually Trust?
Media Consumption Patterns in a Divided World In an increasingly polarised world, we tend to make somewhat extreme assumptions about how divided our behaviours must be. But in reality, there are significant grey areas when it comes to the media consumption patterns of South African mid- to top-income earners. BrandMapp is South Africa’s largest survey […]
Music Strikes a Chord for SA’s Consumer Class
When it comes to the interests and activities that elevate daily life, music takes the top spot for South Africans living in households earning R10,000 or more – slightly ahead of travel. This trend isn’t unique to South Africa. According to the 2025 Global Music Report, global recorded music revenues grew for the tenth consecutive […]
How South Africa’s Consumer Class Is Cutting Costs in 2025
As living costs rise, South Africans are taking decisive action to manage household budgets—here’s what the data shows. South Africans living in households earning more than R10,000 per month are feeling the pressure of the rising cost of living, and they’re making real changes to stretch their rands further. The latest BrandMapp 2025 insights reveal […]
How is SA’s Middle Class Feeling Going Into the Holidays?
As we head into the holiday season after a tough year filled with water shortages, elections, and global crises, retailers and brands must be wondering if there is light at the end of the tunnel. A major factor in answering that question is understanding the financial state of consumers. The media is rife with reports […]
