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. Their experience is defined by inequality, hustle culture, loadshedding, resilience, and hope.
While many in lower-income communities still face major barriers to education and employment, the youth consumer class is largely well-educated or in the process of getting there. Already, 24% earn over R20k per month. They’re making smart choices by entering high-growth industries, upskilling online, and using digital tools to manage money, build personal brands, and freelance successfully.
According to the latest BrandMapp survey, 77% of this class are Black South Africans – a signal of slow but steady economic transformation.
BrandMapp’s Director of Storytelling, Brandon de Kock, explains: “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 in how they spend, live, move, and choose brands.”
1. SA’s Youth Consumer Class Skews Female
Stats SA reports a near even 51-49% gender split in the general population, but when we focus on the youth consumer class, the picture changes to 65% female and 35% male. This aligns with Department of Education data on female university graduates.
Ashleigh Cumming, Youth Strategist at WhyFive, says: “This female dominance matters because shopping behaviour differs significantly by gender. Female consumers tend to shop across more categories – including food, fashion, education, and health – and plan their spending carefully, while still allowing for the occasional reward. Male consumers are typically more goal-oriented and spend more per transaction, particularly in electronics and alcohol.”
With traditional consumers aging, this young, female-led segment is where future growth lies in retail, tech, healthcare, finance, and education.
2. Their Outlook on South Africa is Far from Rosy
Despite their qualifications and contributions, nearly half (49%) of the youth consumer class say they’re likely to emigrate in the next five years – almost double the percentage of older adults. Whether or not this becomes reality, the intent is telling.
Cumming adds: “They’re choosing flexibility and access over ownership. Homes and cars aren’t the dream anymore – they’re opting for rentals, ride-sharing, and streaming. Mobility and experience matter more than permanence.”
But when it comes to causes, they commit. An overwhelming 86% of youth support issues like education, GBV, health, and youth empowerment.
3. They Embrace Individuality and LGBTQ+ Support
As true born-frees, South Africa’s youth are almost twice as likely as older adults to embrace individuality. According to global benchmarks, 9% identify as LGBTQ+. Among those who don’t, 40% still actively support the movement – compared to just 26% of older generations.
4. Is SA Still Their Land of Hope and Dreams?
Only 37% of youth say they’re optimistic about South Africa’s future. 41% are unsure – not apathetic, but uncertain.
Cumming explains: “This is a group caught between hope and frustration. But they’re also highly entrepreneurial – 41% want to start their own businesses. The question is, what does South Africa need to do to keep them here and support their ambitions?”
5. Always Online – A Digital Generation
South Africa’s youth consumer class is one of the most digitally connected segments. Their use of generative AI, streaming, and gaming outpaces that of older groups. 68% stream music, 42% job hunt online, and 26% are actively upskilling.
De Kock concludes: “They’re vocal, connected, and active in the economy. Their ambition is driving change – and that’s the spark South Africa needs.”
Data Access & More Information
For data access, contact julie-anne@whyfive.co.za.