For over twenty years, the UCT Liberty Institute has provided in-depth reports on consumer behaviour and marketing trends in South Africa and across the continent. These reports are available to subscribing members of the Institute’s research library, with individual reports also sold to support ongoing research efforts.
Recent reports available from the institute include:
The Majority Report: An Investigation into SA’s Mass Market
About This Report
Most South African households earn less than R22,000 per month, yet this segment wields over R1 trillion in annual spending power. Despite its importance, it remains complex and often misunderstood.
The UCT Liberty Institute (formerly the Unilever Institute) first studied this market in 2012. The 2025 Majority Report examines how attitudes and buying behaviour have evolved, with a focus on the working class. It explores how consumers navigate financial constraints and offers a host of insights for businesses seeking to engage with this key market.
Media links:
- FAnews: Trapped below the middle class: economic hardships shatter South Africa’s working-class dreams
The report features over 150 slides, drawing on both primary research and secondary data analysis. To purchase a copy, click the link below:
South Africa's Black Middle Class
About this report
South Africa’s Black Middle Class is the country’s fastest growing segment and it has changed considerably since the Institute’s first Black Diamond study back in 2005.
Our latest study, The Black Middle Class Report 2022, reflects on these changes and reveals how SA’s black middle class has grown into a much more complicated market with substantially diverse consumer expectations and preferences.
The report also explores shifting attitudes, purchasing behaviour, financial planning, the role of digital, retirement and aspirations for the future. We also reveal the reasons why many marketers are struggling to connect with this lucrative and influential consumer base.
Media Links
- Daily Maverick: SA’s black middle class has grown considerably in 10 years, but still playing catch-up
- News 24: Thriving vs striving: How SA's black middle class has evolved in the past 15 years
To purchase the 200-slide report, based on nearly two decades of research, click the link below:
The Forerunner Report (Over 55s in South Africa)
South Africa’s population aged 55 and above is reshaping aging and consumer behaviour, with this demographic becoming one of the fastest-growing segments in the country. The Forerunners Report from the UCT Liberty Institute of Strategic Marketing explores how middle-class South Africans are redefining retirement, staying economically active for longer, and continuing to work out of choice and necessity. The study highlights the growing importance of this group, which now comprises over 8 million adults with a combined taxable income of over R600 billion annually.
The Forerunners Report offers invaluable insights for businesses aiming to connect with this evolving demographic.
Media links:
- Sabinet: South Africa’s over 55s redefine ageing
- News 24: Young South Africans are taking longer to leave their parents' homes - report
Click here to purchase the report:
View Report
The Top Million Households Report
South Africa’s top million households are a key segment for marketers, accounting for 36% of consumer spending and worth over R700 billion. The study highlights significant changes in the last decade, with thousands of new households entering the segment, shifts in wealthier lifestyles, and emerging consumer challenges. With more competition for their attention and spending, understanding this group is more vital than ever.
Based on over a year of research, the report offers a deep dive into their shifting demographics, behaviors, and aspirations, covering trends in finance, shopping, entertainment, food, health, media consumption, and more.
Media Links
- Bizcommunity: The significant shift from aspirational to inspirational brands
- Marketing to South Africa’s Top Million
Click here to purchase the report:
Youth Report
With nearly half of South Africans under the age of 24, the country’s population is experiencing what economists call a "youth bulge." This segment is not only significant in terms of spending power and influence but also represents the market of the future.
The study provides an in-depth look at the environment in which children under 18 are growing up, covering the full income spectrum. It then explores the complexities of young adulthood in the 18 to 24 age group, offering valuable insights into their behaviours and aspirations.
South African Consumer Landscape
The South African Consumer Landscape Report is an essential resource for businesses and professionals seeking in-depth insights into the country’s dynamic economic and social environment. With over 500 slides of desk-researched data, this comprehensive report serves as a valuable tool for creating presentations or uncovering hard-to-find information.
Covering a wide range of topics—including demographics, education, health, economics, the informal sector, and the media and digital landscapes—the report offers a nuanced view of South Africa’s consumer market. It highlights key challenges such as unemployment, inequality, and the skills gap while providing valuable insights into both the wealthiest and the most underserved segments of society.
Click here to purchase the report: