Why Gen Z is changing South Africa one value at a time

Gen Z has become one of South Africa’s most influential consumer groups, and they have introduced a vastly different value set to the economy. While previous generations have largely defined national discourse around politics, crime and the economy, Gen Z is placing far greater emphasis on issues such as gender-based violence, LGBTQ+ acceptance, education and equality, according to research by BrandMapp, which surveyed more than 30 000 consumers living in households earning over R10 000 a month. The findings suggest the generation born between the late 1990s and early 2010s is reshaping what matters to brands, businesses and, increasingly, South African society as the cohort enters adulthood.

Brandon de Kock, director of storytelling atWhyFiveand one of the researchers behind BrandMapp, said every generation is shaped by the world in which it grows up. Unlike many older South Africans, who continue to contemplate corruption, government performance, crime and economic stability, Gen Z is placing much greater emphasis on fairness, diversity and inclusion. The research found younger consumers express significantly stronger concern about gender-based violence and show much higher levels of acceptance towards LGBTQ+ communities than older generations.

Education and equal opportunity also rank far higher among Gen Z’s priorities. “They’ve grown up in a connected world where conversations around equality and inclusion are happening every day,” De Kock said. “Those issues have become normal parts of their lives.” Psychologist and medical doctor Dr Jonathan Redelinghuys said Gen Z’s priorities mirrored the environment in which they had grown up rather than a rejection of previous generations’ concerns.

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“Every generation adapts psychologically to the challenges it inherits. Previous generations lived through political transition, economic instability and rising crime, so survival naturally became the dominant focus. Gen Z has inherited many of those same pressures, but they have also been exposed to constant conversations about identity, mental health, equality and social justice from an early age,” he said.

The findings also suggest Gen Z expects more from the companies they support. Consumers in this age group are more likely to favour brands that reflect their values and demonstrate authenticity on social issues rather than simply selling products. At the same time, they remain concerned about practical realities like finding employment, accessing quality education and making things work in South Africa’s difficult economy.

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