the black middle class report 2015
TRANSCRIPT
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THE BLACK MIDDLE CLASS:Is your brand connecting with their aspirations?
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WHO ARE THEY?The new kids on the block
Live in households making between 15k
-50k
Own a car and at least pay 4k towards
a house
Have a degree and work in a white collar
job
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DEFINING ASPIRATIONS IN THE BLACK MIDDLE CLASS
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“I want to qualify as a lawyer”Siya, 26
“I want a bigger home for my parents” Siya ,26
“I wanna be successful and have more than one source of income” Denzel, 24 “I want to be in
the Mail & Guardian’s top 200 young South Africans” Sandile,26
“I want to live a debt free peaceful life”
Thandiswa, 50
“I want money to work for me and not work for my money”Vuyiseka,37
“I want my kids to have the best education that will enable them to be successful in life” Vuyiseka, 37
“ I want my siblings to own their businesses instead of being employees” Vuyiseka, 37
“I would like to become an innovator in the social entrepreneurship space. There is something encouraging about making a difference in someone’s life and this is what I feel would make my life worthwhile.” Zikhona, 24
“ I want to run a successful management consultancy firm” Sandile, 26
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Black Middle Class Aspiration tension
Majority of the black middle class are still new to their status so their aspirations aim to reclaim the respect, status and dignity once denied to black people.
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Age and Aspirations
Age +
Generic, broad long-term aspiration
-Short-tem more specific aspiration
+
Age -
“to be successful”
“I want to own a mercedez benz by 30”
Age +
Age -
Aspiration for others
Aspirations for self
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We are here!
Black Middle Class Needs
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The biggest aspiration of the black middle class
• The older generation still struggles with debt. • The younger generation yearns for a second income.
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Aspiration Model for the black middle class
Ego Needs AspirationTime taken
Length spent with need unsatisfied
Age
Internal drivers
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FUNDING ASPIRATIONS IN THE BLACK MIDDLE CLASS
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New Generation vs Old Generation
Believes in saving for aspirations
Finds it easier to use loans and pay back later.
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“I have been saving for the registration fees, thereafter will
pay monthly instalments”
Siya, 26
“ Debt is unavoidable….you just need to learn to manage it. ”
Thandiswa, 50
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Trade-offs experienced when reaching for aspirations
43%
26%
21%
10%
Dining out/going out Family times Personal time travel
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Products and Black Middle Class Aspirations
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Motives influencing product purchase
Product
Purchase
Status
Convenience
Quality
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High involvement aspirational products/services sought by BMC
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New emerging status of wealth in the black middle class
Being an entrepreneur is becoming a sought after status in the black community
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Black middle class and middle involvement products
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Best Ads : Santam “One of a kind”
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Successful ads: Hunter’s Dry
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Successful ads: Mercedes Benz ‘the best or nothing’
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Poor Ads : MAQ
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Poor Ads: Vodacom ‘slaap tiger’
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Poor Ads: KFC ‘Win a home’
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Lesson for brands connecting with the black middle class
Do not be condescending Avoid making ads musicals Focus on consumer’s aspirations, not their present
situations Avoid being stereotypical in representation of black
people, focus on their core underlying values. Use modern references that reflect the advancement
of black people Wit goes along way
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Understanding the Black Middle class
The black middle class wants to be seen for their aspirations and potential rather than where they are and come from.
The middle class wants to be acknowledged as educated and modern members of society, not in the archaic manner they were once seen by marketers.
The group sees themselves through the lenses of their aspirations and goals thus they relate more to brands within a higher financial class.
Education and entrepreneurship are ways in which brands can use to try and connect with this dynamic group