News / Economy

South Africa’s Black Middle Class on the Rise

South Africa’s Black Middle Class on the Risei
X
May 09, 2013 11:03 PM
The size of South Africa’s black middle class has more than doubled in less than a decade, according to a new study from the University of Cape Town. This emerging class is a boon to the growing economy, but members of this up-and-coming group say many challenges remain. With more, here’s Anita Powell in Johannesburg.
Anita Powell
The size of South Africa’s black middle class has more than doubled in less than a decade, according to a new study from the University of Cape Town.  This emerging class is a boon to the growing economy, but members of this up-and-coming group say many challenges remain.

The Unilever Institute of Strategic Marketing says the black middle class is now 4.2 million people strong, up from 1.7 million in 2004.

And many say their status is hard-won.

"I just started to work hard, you know, basically to have the sort of values that will see you putting your nose to the grindstone, giving your best, that sort of thing," Abdeel said.

Spending by Abdeel and other members of the black middle class is estimated at more than $44 billion a year -- eclipsing white middle class spending, which is stagnating.

While the middle class is still a small part of South Africa's 52 million people, researchers say it is significant - especially after decades of inequality under apartheid.

The Cape Town researchers said middle-class households make between $1,800 and $5,500 a month.

Professor John Simpson, who headed the study, says the growth of the black middle class could improve South Africa's economy.

"For me, it is the one shining light in an otherwise quite a dismal world.  And so, our country's economy hasn't grown since 2008 in quite the way we thought it would.  But this group can actually make it grow further," Simpson said.

Thabang Ramogase, a marketer, says companies need to understand this emerging class before trying to sell to them.  

"People think that just because you're black middle class, your destination is to become like white people.  And that's far from it.  If anything, you just want the stuff that white people have.  And some of that stuff; not all of it as well.  There's a lot of mixing and matching.  There's some things I'll take and some things I won't take as a black middle-class consumer.  That's the first thing.  So: don't want to be white," Ramogase said.

The second point, he says, is that the black middle class is constantly evolving.  That has left some marketers and retailers playing catch-up to this young, hip demographic.
 
Yet inequalities remain -- and many South Africans still live in crushing poverty.  And some new members of the middle class say they're already disillusioned with their government.

"It encourages people to be corrupt.  It doesn't encourage middle class.  It doesn't encourage  people to work.  Because, the more you work, the more you get taxed," Pheko said.

However, other up-and-coming black South Africans, like advertising account manager Belinda Mangila, say they’re optimistic.

"I think we still have a long way to go.  And I think the future is bright for anyone in this country," Mangila said.

Today, South Africa's emerging middle black class is asking for more -- more from the government, more from their service providers, and more from the companies that market to them.

Thuso Khumalo also contributed to this report.

You May Like

Photogallery Strong Words Start, May End, S. African Xenophobic Attacks

President Jacob Zuma publicly condemned rise in attacks on foreign nationals but critics say leadership has been less than welcoming to foreign residents More

Video Family Waits to Hear Charges Against Reporter Jailed in Iran

Reports in Iran say Jason Rezaian has been charged with espionage, but brother tells VOA indictment has not been made public More

Video Overwhelmed by Migrants, Italy Mulls Action to Stabilize Libya

Amnesty International says multinational concerted humanitarian effort must be enacted to address crisis; decrepit boats continue to bring thousands of new arrivals daily More

This forum has been closed.
Comment Sorting
Comments
     
by: tina from: gauteng
May 10, 2013 10:17 AM
this is due to the huge influx of hard working Zimbabweans in South Africa...Because they are well lot more educated than e Zulu folk there

Featured Videos

Your JavaScript is turned off or you have an old version of Adobe's Flash Player. Get the latest Flash player.
Are Energy Needs Putting Thailand's Natural Beauty at Risk?i
X
Steve Sandford
April 17, 2015 12:50 AM
Thailand's appetite for more electricity has led to the construction of new dams along the Mekong River to the north and new coal plants near the country's famous beaches in the south. A proposed coal plant in a so-called "green zone" has touched off a debate. VOA's Steve Sandford reports.
Video

Video Are Energy Needs Putting Thailand's Natural Beauty at Risk?

Thailand's appetite for more electricity has led to the construction of new dams along the Mekong River to the north and new coal plants near the country's famous beaches in the south. A proposed coal plant in a so-called "green zone" has touched off a debate. VOA's Steve Sandford reports.
Video

Video Overwhelmed by Migrants, Italy Mulls Military Action to Stabilize Libya

Thousands more migrants have arrived on the southern shores of Italy from North Africa in the past two days. Authorities say they expect the total number of arrivals this year to far exceed previous levels, and the government has said military action in Libya might be necessary to stem the flow. VOA's Henry Ridgwell reports.
Video

Video Putin Accuses Kyiv of ‘Cutting Off’ Eastern Ukraine

Russian President Vladimir Putin, in his annual televised call-in program, again denied there were any Russian troops fighting in Ukraine. He also said the West was trying to ‘contain’ Russia with sanctions. Henry Ridgwell reports on reactions to the president’s four-hour TV appearance.
Video

Video Eye Contact Secures Dog's Place in Human Heart

Dogs serve in the military, work with police and assist the disabled, and have been by our side for thousands of years serving as companions and loyal friends. We love them. They love us in return. VOA’s Rosanne Skirble reports on a new study that looks at the bio-chemical bond that cements that human-canine connection.
Video

Video Ukrainian Volunteers Search for Bodies of Missing Soldiers

As the cease-fire becomes more fragile in eastern Ukraine, a team of volunteer body collectors travels to the small village of Savur Mohyla in the what pro-Russian separatists call the Donetsk Peoples Republic - to retrieve bodies of fallen Ukrainian servicemen from rebel-held territories. Adam Bailes traveled with the team and has this report.
Video

Video Xenophobic Violence Sweeps South Africa

South Africa, long a haven for African immigrants, has been experiencing the worst xenophobic violence in years, with at least five people killed and hundreds displaced in recent weeks. From Johannesburg, VOA’s Anita Powell brings us this report.
Video

Video Sierra Leone President Koroma Bemoans Ebola Impact on Economy

In an interview with VOA's Shaka Ssali on Wednesday, President Ernest Koroma said the outbreak undermined his government’s efforts to boost and restructure the economy after years of civil war.
Video

Video Protester Lands Gyrocopter on Capitol Lawn

A 61-year-old mailman from Florida landed a small aircraft on the Capitol lawn in Washington to bring attention to campaign finance reform and what he says is government corruption. Wednesday's incident was one in a string of security breaches on U.S. government property. Zlatica Hoke reports the gyrocopter landing violated a no-fly zone.
Video

Video Apollo 13, NASA's 'Successful Failure,' Remembered

The Apollo 13 mission in 1970 was supposed to be NASA's third manned trip to the moon, but it became much more. On the flight's 45th anniversary, astronauts and flight directors gathered at Chicago's Adler Planetarium to talk about how the aborted mission changed manned spaceflight and continues to influence space exploration today. VOA’s Kane Farabaugh reports.
Video

Video Badly Burned Ukrainian Boy Bravely Fights Back

A 9-year-old Ukrainian boy has returned to his native country after intensive treatment in the United States for life-threatening burns. Volodia Bubela, burned in a house fire almost a year ago, battled back at a Boston hospital, impressing doctors with his bravery. Faith Lapidus narrates this report from VOA's Tetiana Kharchenko.
Video

Video US Maternity Leave Benefits Much Less Than Many Countries

It was almost 20 years ago that representatives of 189 countries met at a UN conference in Beijing and adopted a plan of action to achieve gender equality around the world. Now, two decades later, the University of California Los Angeles World Policy Analysis Center has issued a report examining what the Beijing Platform for Action has achieved. From Los Angeles, Elizabeth Lee has more.
Video

Video Endangered Hawaiian Birds Get Second Chance

Of the world's nearly 9,900 bird species, 13 percent are threatened with extinction, according to BirdLife International. Among them are two Hawaiian honeycreepers - tiny birds that live in the forest canopy, and, as the name implies, survive on nectar from tropical flowers. Scientists at the San Diego Zoo report they have managed to hatch half a dozen of their chicks in captivity, raising hopes that the birds will flutter back from the brink of extinction. VOA’s George Putic reports.
Video

Video Exhibit Brings Renaissance Master Out of the Shadows

The National Gallery of Art in Washington has raised the curtain on one of the most intriguing painters of the High Renaissance. Mostly ignored after his death in the early 1500s, Italian master Piero di Cosimo is now claiming his place alongside the best-known artists of the period. VOA’s Ardita Dunellari reports.
Video

Video Sidemen to Famous Blues Artists Record Their Own CD

Legendary blues singer BB King was briefly hospitalized last week and the 87-year-old “King of the Blues” may not be touring much anymore. But some of the musicians who have played with him and other blues legends have now released their own CD in an attempt to pass the torch to younger fans... and put their own talents out front as well. VOA’s Greg Flakus has followed this project over the past year and filed this report from Houston.
Video

Video Iran-Saudi Rivalry Is Stoking Conflict in Yemen

Iran has proposed a peace plan to end the conflict in Yemen, but the idea has received little support from regional rivals like Saudi Arabia. They accuse Tehran of backing the Houthi rebels, who have forced Yemen’s president to flee to Riyadh, and have taken over swaths of Yemen. As Henry Ridgwell reports for VOA, analysts say the conflict is being fueled by the Sunni-Shia rivalry between the two regional powers.

VOA Blogs

World Currencies

EUR
USD
0.9247
JPY
USD
118.78
GBP
USD
0.6657
CAD
USD
1.2190
INR
USD
62.395

Rates may not be current.