South Africa’s young consumer class is facing a difficult economic journey, but new research reveals resilience, ambition and a strong desire to create better futures.
The story of South Africa’s youth is often dominated by unemployment, financial hardship and uncertainty, but new research paints a more complex picture of a generation that is working, saving, investing in themselves and building towards a better future despite economic pressures.
The newly released 2026 BrandMapp Youth Report reveals that nearly six million economically active consumers under the age of 35 are contributing to the economy, shaping consumer trends and creating their own pathways to independence.
Based on one of South Africa’s largest surveys of consumer class adults, the report challenges the idea that young South Africans are simply struggling to survive, highlighting a generation that is ambitious, digitally fluent and financially intentional.
Brandon De Kock, BrandMapp’s Director of Storytelling, said the research provides a different perspective on young South Africans who are often overlooked in broader economic discussions.
