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BrandMapp is a unique South African dataset that uses a mega-sample of more than 30 000 respondents to profile the 12 million adults who live in mid to top-income households earning in excess of R10 000 per month. Now in its eighth year, the BrandMapp survey is a bespoke, independent survey that powers the WhyFive consumer insights consultancy.
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BrandMapp's latest data reveals 'SA Youth are least resilient'It seems at every turn, we're hearing about 'resilience' and how important it is for countries and companies, communities and individuals. Everything and everybody seems to be striving 'to be more resilient'. But what does that mean? It turns out that there are significant myths surrounding resilience. Contrary to popular opinion, resilience is not just about 'bouncing back' from hard knocks. Authentic Resilience expert Gabi Lowe, co-founder of the Resilience Factory, says, "There's nothing bouncy about resilience. It's not simply about presenting yourself as tough and strong; or being able to go it alone. Resilience is also not an innate capacity; our work has proved that it can be developed." 26 Nov 2021 Read more

BrandMapp reveals authentic resilience of SA middle-classIt seems at every turn, we're hearing about 'resilience' and how important it is for countries and companies, communities and individuals. Everything and everybody seems to be striving 'to be more resilient'. Well into the second year of a global pandemic, it's probably not surprising that the world is talking about ways to bear up in the face of rolling adversities. But it's one thing to get back up on shaky legs after a hard knockdown, and it's quite another to be able to steady yourself so competently that you go on to decisively win the fight. 3 Nov 2021 Read more

If you could only keep one loyalty programme, which one would it be?Pulling out a loyalty card at checkout has become a way of life for South African shoppers, but thanks to lockdown and a complete shift in our shopping habits, the average middle-class adult is now a member of almost nine different programmes. For the past 6 years, BrandMapp, together with loyalty specialists Truth have published a whitepaper that tracks and measures the impact of these programmes on our everyday consumer lives. 6 Oct 2021 Read more

Do middle class South Africans care about the climate crisis?Have you noticed that the planet seems to be throwing something of a temper tantrum? Western Germany has been roiled by devastating floods, Haiti has been shook to its core by massive earthquakes and wildfires are still sweeping through the United States. Rain has fallen on the summit of Greenland's ice sheet for the first time on record. The tiny town of Sitacusa on Sicily recorded what is believed to be the highest temperature ever recorded in Europe - 48.8ºC - which may not be hot enough to bake off a pizza but would certainly melt mozzarella in a minute. 8 Sep 2021 Read more

For SA's middle class, Covid is not the worst stressorAny measure of happiness in South Africa during Covid times has to take into consideration that we are a nation, already chronically and highly stressed by the impacts of obdurate social and economic inequality. When a mega-sample of 30,000 mid-income South Africans participating in the latest BrandMapp survey were given a list of 'which of these things keep you up at night?', the average respondent ticked off no less than seven items. 27 Jul 2021 Read more


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