Today, we officially launched The Gen Z Economy Report: Cash, Culture & Clout – a powerful deep dive into how South African Gen Z’s are navigating money, work, and brand relationships in their own bold, unfiltered way.
Streaming live from Solid Gold Studios, we unpacked insights from over 900 young South Africans (aged 18–30) with a room full of brand leaders, marketers, and decision-makers asking one thing:
What does Gen Z really want – and how do we show up for them meaningfully?
If you missed the event or want a recap, here’s a quick snapshot of what we uncovered:
Key Takeouts from the Gen Z Economy Report
🔹 They’re not unemployed – they’re underemployed.
Only 16.6% of Gen Z respondents identify as unemployed. Instead, they’re mixing studies, side hustles, and gigs to stay afloat – and redefine what “work” means.
🔹 Cash is still king – but not by choice.
80% of Gen Zs still use cash regularly due to digital access barriers, fees, and trust issues. Debit cards dominate for online purchases. Credit? Rare and intimidating.
🔹 Image is currency.
Gen Zs are spending as much on clothing as they are on rent – not for vanity, but for value. Self-image unlocks social capital, influence, and even income.
🔹 Loyalty is earned – not assumed.
While 99% are on loyalty programmes, they’ll still switch brands fast if the value doesn’t match up. Discounts and authenticity matter more than legacy.
🔹 They’re saving – despite limited income.
Over 90% are putting money away each month. Emergency savings and education top the list – retirement barely features. They’re thinking about now and next, not the far future.
🔹 They’re not broke – they’re building.
With values-led spending, growing crypto interest, and a DIY approach to income, Gen Zs are reshaping how financial systems work – and who they work for.
What’s Next?
Download the full report and get the blueprint to start winning with Gen Z.
Whether you’re in banking, retail, telecoms, FMCG or media – this isn’t just a trend report. It’s your cheat code to relevance.
Download The Gen Z Economy Report here: https://genzeconomyreport.studentvillage.co.za/home-page-271667
