THE MAJORITY REPORT 2024
Unleashing the Potential of South Africa’s Mass Market
The Majority Report 2024 delves into South Africa’s Mass Market, defined as households earning less than R22,000 per month. With annual spending power exceeding R1 trillion, this segment is a significant market force, with many poised to join the middle class.
In 2014, the Institute conducted its first Majority Report study. A decade later, the 2024 edition captures significant changes and offers insights for engaging with this critical segment. Though the study includes the poorest households, the study also takes a ‘deep-dive’ into the Working Class. Join our marketing experts as they reveal key insights, changes, and opportunities in the Mass Market. The report covers:
- The big numbers: Overview of the mass market's scale and spending power and its evolution over the years.
- Household Survival Strategies: How lower-income households navigate significant income constraints.
- Socio-Economic Dynamics: Insights into the socio-economic forces shaping consumer behaviour in South Africa’s Mass Market.
- Informal Sector Significance: The crucial role of the informal sector in livelihood strategies.
- Daily Lives and Consumption Patterns: Fresh perspectives on the everyday lives and consumption habits of this segment.
- Financial Management Insights: How Mass Market households manage their finances.
- Aspirations and Planning: The aspirations of these households and the strategies they employ to achieve their goals.
- Uncovering Potential: Opportunities available for marketers willing to engage with this dynamic market.
- Relationship with brands: Insights into the perceptions and relationships with brands.
- Connection Guidelines: Valuable guidelines on how to connect effectively with this market segment.