Ask South Africans what they’re going to do on Heritage Day, and the top answer isn’t likely to be a museum trip. While citizens of other countries may celebrate their tangible, intangible and natural heritage Read More
While the Trad Wife has become a global social media archetype, the reality of consumer class women in South Africa tells a grittier story of modern womanhood. While almost half of women living in households Read More
AI-driven tools have been evolving for decades, but when ChatGPT was released to the public on 30 November 2022, it set off the fastest adoption of a technology in human history. It took just two Read More
As retailers in South Africa prepare for what they hope will be an end-of-year boom, it’s worth asking the question: how are consumer class adults with disposable income really feeling? And the answer in the Read More
Asked about their favourite interests and pastimes, the South African consumer class ranks movies at number 3 in their top 5, just behind music and travel. This is according to BrandMapp, the largest dataset tracking the Read More
Young South Africans between 18 and 37 years, internet-connected and living in households with incomes of R10k+ a month, now make up the majority of the country’s tax paying base. This ‘youth consumer class’, a Read More
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 Read More
When it comes to the interests and activities that elevate our daily lives, South Africans living in households earning R10k or more put music first, even slightly ahead of their travel aspirations. We’re not alone Read More
For the longest time governments, businesses and brands muddled through the ages, data-poor and insight-poor. And those who did manage to find answers had to spend an absolute fortune on sending fleets of field-workers into Read More
Each year, since 2013, BrandMapp has tapped into South Africa’s mid-to-top income earners to gauge who they are, how they feel, what they do and what kind of consumer choices they are making. With its Read More