According to BrandMapp, crime is the number one thing that keeps middle income earners in South Africa awake at night (63%), trumping rising food and energy costs (54%) as well as power shortages (52%). This fear may be justified as the South African Police Service (SAPS) reported a 26% increase in the number of murders per year over the past decade to around 20,000 in the 2020/2021 financial year.

BrandMapp by WhyFive is the definitive study of the top 30% of South African’s by income. This group of 12.8 million adults make up more than 80% of all personal income and consumer spend in the country. BrandMapp offers marketers and agencies the ability to segment and profile their customers with insights based on a massive sample of 33 661 respondents.

www.whyfive.co.za

Source: one