THE BLACK MIDDLE CLASS:Is your brand connecting with their aspirations?

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

DEFINING ASPIRATIONS IN THE BLACK MIDDLE CLASS

“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

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.

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

We are here!

Black Middle Class Needs

The biggest aspiration of the black middle class

• The older generation still struggles with debt. • The younger generation yearns for a second income.

Aspiration Model for the black middle class

Ego Needs AspirationTime taken

Length spent with need unsatisfied

Age

Internal drivers

FUNDING ASPIRATIONS IN THE BLACK MIDDLE CLASS

New Generation vs Old Generation

Believes in saving for aspirations

Finds it easier to use loans and pay back later.

“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

Trade-offs experienced when reaching for aspirations

43%

26%

21%

10%

Dining out/going out Family times Personal time travel

Products and Black Middle Class Aspirations

Motives influencing product purchase

Product

Purchase

Status

Convenience

Quality

High involvement aspirational products/services sought by BMC

New emerging status of wealth in the black middle class

Being an entrepreneur is becoming a sought after status in the black community

Black middle class and middle involvement products

Best Ads : Santam “One of a kind”

Successful ads: Hunter’s Dry

Successful ads: Mercedes Benz ‘the best or nothing’

Poor Ads : MAQ

Poor Ads: Vodacom ‘slaap tiger’

Poor Ads: KFC ‘Win a home’

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

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