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BrandMapp Press Office
BrandMapp is a unique South African dataset that uses a mega-sample of more than 30 000 respondents to profile the 12 million adults who live in mid to top-income households earning in excess of R10 000 per month. Now in its eighth year, the BrandMapp survey is a bespoke, independent survey that powers the WhyFive consumer insights consultancy.
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How happy are SA’s middle class youth?
The massive problem of South Africa’s unemployed youth will rightly be at the centre of the discourse during the country’s Youth Month. It’s not only that we have one of the highest youth unemployment rates in the world, reported by StatsSA in Q1 of 2024 as 45.5% among people aged between, 15 and 34 years, but also the fact that this intolerable rate is perpetually trending upwards. At the sidelines though, there are also other conversations happening regarding the state of the nation’s youth. How are the lucky ones who have managed to enter the workforce actually faring? How are they living their lives? And how are they feeling about South Africa and their future here? 14 Jun 2024 Read more

Has radio found a new normal for the SA middle class?
Free and far-reaching, democratic and community-building, informative, entertaining and companionable, radio is just about the only legacy medium still thriving in South Africa. 21 May 2024 Read more

How healthy are the taxpayers of South Africa?
In the aftermath of Covid-19, a health scare, global in scale and far-reaching in its local impacts, South Africa’s middle to top-end of the market are today feeling pretty good about their health. This is according to the recently released BrandMapp 2023, a massive survey of South Africans living in households with a monthly income of R10,000+, who represent 100% of the personal tax base in the country. If they are not alive and well, we are all in trouble, and the good news is that 59% of respondents reported that they were in good health, while a further 35% defined their health as 'reasonable' and only 2% say they are experiencing poor health. 13 Mar 2024 Read more

South Africans are sticking to hybrid work
Work from home was a necessity in the lockdown stages of the pandemic era, and it showed that knowledge workers could maintain productivity levels surrounded by their families, pets and creature comforts. Since then, corporations have made a concerted effort to get people back in the office, touting the benefits of in-person interactions, watercooler chats, and consistent immersion in company culture. As a counterpoint, many employees have advocated for hybrid solutions, and workplace flexibility has become a leading factor in attracting and retaining talent. 30 Jan 2024 Read more

Engaging the SA youth vote
Thirty years since the country’s first democratic election, South Africa’s 2024 national and provincial elections will play out in times deeply troubled by an unrelenting energy crisis, sustained high inflation, high crime and high unemployment, rampant corruption, and water scarcity. There are significant doubts that the country’s political parties and its voters are going to meet the moment in arguably the most significant elections since 1994. 19 Dec 2023 Read more

Are you data rich, but insight poor?

Why knowing 'why' is sometimes more important than 'what'

 30 Oct 2023 Read more

Does SA's growing middle market offer hope for the future?
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 annual survey reaching over 30 000 people, BrandMapp is the most independent, consistent and enduring review of the country's taxpaying population. 3 Aug 2023 Read more

Fur babies are part of the family for SA's middle-class
BrandMapp insights into lucrative SA Pet Market 30 Jun 2023 Read more

The gender divide: Fact or myth?
Whether you believe that the behaviours of women and men are biologically determined or socially constructed - or a nuanced blend of these two often competing perspectives, South African men and women of the middle class tend to toe the line when it comes to gender typecasts. 29 May 2023 Read more

SA tax-payers speak truth to power
BrandMapp publishes SA Blackout Report. 14 Mar 2023 Read more

Shopping malls are back with a bang!
While the pandemic years have accelerated online shopping and the current tough economic conditions have locked down consumer wallets, South African malls continue to thrive. Covering hundreds of thousands of square metres and costing billions of Rands, an extraordinary number of new shopping centres have popped up all over the country in 2022, more are planned for the upcoming year. And there is increasing evidence, from independent surveys and owners, that for many of the larger malls in the country, footfall is back to where it was before the Covid lockdown. 12 Dec 2022 Read more

Food, fuel and power cuts keep SA middle class awake at night
While it's been a year free from pandemic disruption, 2022 hasn't really delivered any relief from worries and stresses, but is there any light at the end of the tunnel? The global economic downturn, war in Europe and climate disasters have weighed down on the idea that there could be a post-Covid upswing. High inflation, food and fuel costs have maintained a month-by-month pressure to just get by, never mind recover losses from the lockdown years. 24 Nov 2022 Read more

Side-hustlers and slashers on the rise in SA middle class
There is, of course, nothing new about making some extra money on the side. Whether you're saving for a dream holiday or just trying to keep the wolf from the door during a tough time, taking on a second job, finding a hobby that pays or starting a small business from home are tried and tested ways to boost your income. 28 Oct 2022 Read more

Return to the office, or the rise of hybrid work?
BrandMapp - 2022 shows how work is changing for mid-income SA 15 Sep 2022 Read more

Surprise: SA has half a million new taxpayers and 60,000 new millionaires!
As the country strives to recover from severe pandemic restrictions and the shocking, politically-motivated riots, we're faced with a litany of media headlines decrying the sorry state of SA's wealthy class, the decline of our middle class and an ever shrinking tax-base. But are they true? According to Brandon de Kock, director of storytelling for BrandMapp, South Africa's largest independent annual study of the taxpayer base, the data says "No!" 31 May 2022 Read more

Over 1.2 million middle-class South Africans want to study abroad, according to BrandMapp
With an ever-growing youth population, the demand for tertiary education in South Africa is exceptionally high, and always escalating. Our public institutions have been over-subscribed for many years, and while private tertiary institutions are mushrooming, the costs of tertiary education remain a formidable barrier to entry unless you are part of the mid to top income level South Africans. 1 Apr 2022 Read more

BrandMapp survey shows that 75% of the SA middle class is in pretty good health!
Two years into a global pandemic that targets people with vulnerable health and 'co-morbidities', there has arguably never been a greater emphasis on the value of a healthy lifestyle. However, lockdowns, social distancing and other protocols have seriously curbed people's abilities to routinely go to gym, and to participate in the sports and leisure activities that keep them physically active on a regular basis. 4 Feb 2022 Read more

Study shows that gin is more popular than beer!
To say that alcohol is an integral part of South African life might be a bit of an understatement. With no less than four prohibitions since March last year, and numerous periods of restricted trading, our booze ban woes dominated conversations and regularly made national, and even sometimes, global headlines. 9 Dec 2021 Read more

BrandMapp's latest data reveals 'SA Youth are least resilient'
It seems at every turn, we're hearing about 'resilience' and how important it is for countries and companies, communities and individuals. Everything and everybody seems to be striving 'to be more resilient'. But what does that mean? It turns out that there are significant myths surrounding resilience. Contrary to popular opinion, resilience is not just about 'bouncing back' from hard knocks. Authentic Resilience expert Gabi Lowe, co-founder of the Resilience Factory, says, "There's nothing bouncy about resilience. It's not simply about presenting yourself as tough and strong; or being able to go it alone. Resilience is also not an innate capacity; our work has proved that it can be developed." 26 Nov 2021 Read more

BrandMapp reveals authentic resilience of SA middle-class
It seems at every turn, we're hearing about 'resilience' and how important it is for countries and companies, communities and individuals. Everything and everybody seems to be striving 'to be more resilient'. Well into the second year of a global pandemic, it's probably not surprising that the world is talking about ways to bear up in the face of rolling adversities. But it's one thing to get back up on shaky legs after a hard knockdown, and it's quite another to be able to steady yourself so competently that you go on to decisively win the fight. 3 Nov 2021 Read more

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