The latest BrandMapp Youth Report reveals a different perspective. Among South Africa’s consumer class, nearly six million adults under the age of 35 are actively participating in the economy, building careers, launching businesses and shaping the country’s future.
Rather than waiting for opportunities, they’re creating them.
What is the BrandMapp Youth Report?
Based on South Africa’s largest annual survey of consumer-class adults, the BrandMapp Youth Report explores the behaviours, attitudes and aspirations of economically active young consumers living in households earning more than R10 000 per month.
The report provides valuable insight into how this influential audience works, spends, saves, consumes media and makes purchasing decisions.
South Africa's consumer-class youth are moving forward
Despite ongoing economic pressure, BrandMapp’s research shows encouraging signs of progress.
Key findings include:
- Consumer-class youth represent almost 6 million South Africans
- Nearly two-thirds are employed or running businesses
- 23% are currently studying
- 11% are unemployed, but every respondent is actively seeking work
- Over half say they are financially better off than they were two years ago
These findings challenge the perception that young consumers are disengaged from the economy.
Instead, BrandMapp sees a generation that is actively working towards financial independence, even if that journey is more complex than previous generations experienced.
Employment doesn't always mean financial independence
Having a job is no longer a guarantee of financial security.
Almost half of young consumer-class South Africans still receive some level of financial support from parents, relatives or friends.
Higher living costs, transport, housing and education expenses mean that income doesn’t stretch as far as it once did.
The result?
Many young adults are progressing professionally while simultaneously navigating an extended path to financial independence.
As BrandMapp Youth Specialist Ashleigh Cumming explains, today’s generation isn’t avoiding adulthood. They’re simply reaching it differently.
A generation that's financially intentional
One of the report’s more surprising findings is how disciplined many young South Africans are with money.
BrandMapp identifies two dominant financial personalities among consumer-class youth:
- Guardian (28%)
- Saver (29%)
Together, they represent the majority of this market.
The challenge isn’t a lack of financial responsibility.
It’s that rising living costs often leave very little available to save each month.
Rather than reckless spending, BrandMapp sees a generation making careful financial decisions within increasingly difficult economic conditions.
Optimistic, ambitious and future-focused
Despite uncertainty about South Africa’s future, consumer-class youth remain remarkably optimistic about their own.
The research found:
- 46% hope to secure a new job this year.
- 30% plan to start a business.
- Consumer-class youth report higher overall happiness levels than older generations.
This combination of resilience and ambition makes them one of the country’s most influential future consumer groups.
Five trends shaping South African youth today
1. Experiences matter as much as possessions
Music, travel, fashion, beauty, sport and social experiences all rank highly.
Young consumers increasingly express identity through experiences rather than material ownership alone.
2. Drinking habits are becoming more intentional
A third of consumer-class youth don’t drink alcohol at all.
Those who do are making more occasion-based choices, prioritising quality, flavour and experience over quantity.
3. Convenience drives decision making
Whether shopping, banking or consuming media, efficiency matters.
Young consumers value digital experiences that help them save time and simplify everyday life.
4. AI is already mainstream
For many young South Africans, artificial intelligence is no longer an emerging technology.
It’s becoming part of everyday work, learning, creativity and decision making.
5. Media consumption is multi-platform
Social media introduces brands, products and news.
Traditional media still provides credibility.
For marketers, success increasingly depends on building trust across both environments.
What this means for brands
The BrandMapp Youth Report makes one thing clear:
South African youth cannot be understood through outdated stereotypes.
They are economically active, digitally sophisticated, ambitious and highly adaptive.
Brands that understand the realities of their financial lives, while recognising their aspirations and optimism, will be far better positioned to connect with this influential audience.
Understanding youth today isn’t simply about marketing to the next generation.
It’s about understanding where South Africa is heading.
Want the full BrandMapp Youth Report?
This article highlights only some of the insights from BrandMapp’s latest research.
If you’d like access to the full report, including detailed consumer data, behavioural trends and strategic insights, contact Julie-anne@whyfive.co.za.