New study reveals the hustle, habits and hidden power of SA's young consumers
New research into the spending habits of South Africa's youth reveals that 80% still use cash regularly, not because they reject digital but because fees, access and trust gaps persist.
Cash is king, credit is hard to come by and side hustles often bring in more than 9-to-5 jobs. That's life for many young South Africans. But Gen Zs are not sitting back waiting for a break. They're making a plan and figuring things out for themselves.
Youth specialists Student Village, in partnership with Futurist, Economist and Business Trends Analyst, Bronwyn Williams of Flux Trends, released The Gen Z Economy Report: Cash, Culture and Clout — new research unveiling how young people in South Africa earn, spend, save and think about money.
Based on responses from over 900 South Africans aged 18 to 30, the report shows a generation shaped by financial pressure and economic uncertainty, but full of grit. It reveals how Gen Z is rethinking what it means to earn, spend and save, and why brands need to start paying closer attention.
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