{"id":56804,"date":"2025-04-16T12:41:36","date_gmt":"2025-04-16T12:41:36","guid":{"rendered":"https:\/\/www.premium-partners.net\/?p=56804"},"modified":"2025-04-20T13:05:42","modified_gmt":"2025-04-20T13:05:42","slug":"report-reveals-what-has-and-hasnt-changed-in-the-lives-of-consumers-since-the-pandemic","status":"publish","type":"post","link":"https:\/\/www.premium-partners.net\/fr\/builder\/report-reveals-what-has-and-hasnt-changed-in-the-lives-of-consumers-since-the-pandemic\/","title":{"rendered":"Report reveals what has, and hasn\u2019t, changed in the lives of consumers since the pandemic"},"content":{"rendered":"

This post<\/a> was originally published on this site<\/a><\/p>

<\/p>\n

As businesses prepare to weather potential stormy economic conditions as a result of geopolitical and global economic trade uncertainty they know they must be highly relevant and resonant to grab the attention of increasingly discerning <\/span>consumers<\/span>.<\/p>\n

To help businesses gain a sharper understanding of their <\/span>consumers<\/span> <\/span>five years on from the announcement of the lockdown, The Up&Up Group and KLA have released a white paper detailing <\/span>exactly<\/span> <\/span>what <\/span>has<\/span>, and <\/span>hasn<\/span>\u2019t<\/span>, <\/span>changed<\/span> <\/span>in the <\/span>lives<\/span> <\/span>of <\/span>consumers<\/span> <\/span>in South Africa.<\/p>\n

Despite grappling with mental wellness, South Africans are more aspirant than ever.<\/p>\n

The Up&Up Group and KLA analysed South Africans’ perspectives across five key dimensions, leveraging YouGov Profiles data from over 4,000 respondents across three personal income groups, low (less than R8,000pm), mid (R8,000pm \u2013 R40,000pm) and affluent (R40,000pm or more).<\/p>\n

\u201cWhile it is evident that, across the board, mental illness <\/span>has<\/span> <\/span>replaced the coronavirus as the country\u2019s <\/span>new<\/span> <\/span>pandemic<\/span>, the sharpest shift in the data indicates that 66% of South Africans are willing to pay more for luxury brands, one of the largest increases across income groups. South Africans\u2019 appetite for premium products is more than double that of Americans. At the same time, value-for-money concerns are rising, with an 8% increase in people willing to pay more for quality,\u201d Robert Grace, Chief Strategy Officer for The Up&Up Group, said.<\/p>\n

Grace said that the kind of detail they were able to unearth, and the insights both The Up&Up Group and KLA\u2019s analysts were able to extract, is particularly important in an era where most marketing budgets are wasted.<\/p>\n

\u201cWe already know that Dr Karen Nelson-Field from Amplified Intelligence shared a research study in 2023 about digital advertisements that didn\u2019t<\/span> <\/span>reach the attention threshold of 2.5 seconds. In essence, 85% of digital spend is poured down the drain. This, together with many other post-pandemic<\/span> <\/span>data points, is bringing about a <\/span>new<\/span> <\/span>wave of questioning the status quo and what marketing effectiveness truly requires today\u201d.<\/p>\n

\u201cAnd so, for businesses to be able to be precise with their positioning and to resonate with audiences of today, they must know what, if anything, <\/span>has<\/span> <\/span>changed<\/span> <\/span>since<\/span> <\/span>the lockdown so that they can build closer relationships with their customers to increase market share, brand loyalty and their bottom line.\u201d<\/p>\n

Jenni Pennacchini, Managing Partner at KLA, said that while the research shows that the stigma around mental health conversations <\/span>has<\/span> <\/span>decreased, with 54% of South Africans now feel comfortable discussing it (which is up 14% <\/span>since<\/span> <\/span>lockdown), modern life feels increasingly alienating for more than half of South Africans, a significant 10% rise across all income levels.<\/p>\n

\u201cDespite recognising the importance of mental well-being, few prioritise it. Increasingly busy <\/span>lives<\/span>, hybrid work pressures and financial struggles make self-care difficult. Businesses can make a meaningful difference here and build longer lasting equity by taking an active role in fostering holistic well-being, ensuring their employees, stakeholders and customers feel supported,\u201d she said.<\/p>\n

“Some other key findings are that there are growing feelings of alienation, with 70% of South Africans worrying about excessive social media use. Coupled with this, nearly half of the population say they are bored a lot of the time. Social media and influencer culture are fueling a rise in lifestyle envy across all segments, possibly contributing to growing anxiety. While online shopping<\/span> <\/span>has<\/span> <\/span>made life easier, the middle and affluent segments still value in-store experiences. \u201cBrands must understand that affordability isn\u2019<\/span>t<\/span> <\/span>the priority, delivering the best value is,\u201d Pennacchini added.<\/span><\/p>\n

68% of South Africans feel better off than a year ago, compared to only 47% of Americans.<\/p>\n

However, this confidence is primarily among the affluent, while lower-income earners remain deeply uncertain about their future.<\/p>\n

Grace added that political disillusionment is growing, with 60% agreeing that \u201cthis country is going to the dogs,\u201d a 7% increase <\/span>since<\/span> <\/span>the <\/span>pandemic<\/span>. The affluent segment feels less impacted, likely due to greater financial security and access to alternative living options.<\/p>\n

Fewer South Africans believe they have the power to effect change, with the biggest decline (8%) among lower-income earners.<\/p>\n

Trust in advertising <\/span>has<\/span> <\/span>also dropped by 8%.<\/p>\n

Despite the claim that 71% appreciate brands that engage in social issues, over half still feel underrepresented in advertising, highlighting a disconnect.<\/p>\n

“Consumers<\/span> <\/span>are longing for acknowledgement and empowerment, and brands need to bridge this gap by fostering genuine representation and engagement,\u201d Pennacchini stated.<\/p>\n

Grace said that five years post-<\/span>pandemic<\/span>, a complex picture<\/span> <\/span>has<\/span> <\/span>emerged, that businesses need help navigating. Online shopping thrives, yet screen-time concerns grow, he says.<\/span><\/p>\n

Aspirations soar, yet financial caution prevails. It is evident that consumers want value, he says, not just low prices.<\/span><\/p>\n

Rising anxiety, apathy, and scepticism underscore a longing for confidence and empowerment. <\/p>\n

\u201cBusinesses that navigate these contradictions effectively, meeting aspirations while easing concerns, will emerge as market leaders. The key question remains: How can brands alleviate pain points and elevate <\/span>lives<\/span>?\u201d asks Grace.<\/p>\n

BUSINESS REPORT <\/strong><\/p>","protected":false},"excerpt":{"rendered":"

As businesses prepare to weather potential stormy economic conditions as a result of geopolitical and global economic trade uncertainty they know they must be highly relevant and resonant to grab the attention of increasingly discerning\u00a0consumers.To help businesses gain a sharper understanding of their\u00a0consumers\u00a0five years on from the announcement of the lockdown, The Up&Up Group and KLA have released a white paper detailing\u00a0exactly\u00a0what\u00a0has, and\u00a0hasn\u2019t,\u00a0changed\u00a0in the\u00a0lives\u00a0of\u00a0consumers\u00a0in South Africa.Despite grappling with mental wellness, South Africans are more aspirant than ever.The Up&Up Group and KLA analysed South Africans’ perspectives across five key dimensions, leveraging YouGov Profiles data from over 4,000 respondents across three personal income groups, low (less than R8,000pm), mid (R8,000pm \u2013 R40,000pm) and affluent (R40,000pm or more).\u201cWhile it is evident that, across the board, mental illness\u00a0has\u00a0replaced the coronavirus as the country\u2019s\u00a0new\u00a0pandemic, the sharpest shift in the data indicates that 66% of South Africans are willing to pay more for luxury brands, one of the largest increases across income groups. South Africans\u2019 appetite for premium products is more than double that of Americans. At the same time, value-for-money concerns are rising, with an 8% increase in people willing to pay more for quality,\u201d Robert Grace, Chief Strategy Officer for The Up&Up Group, said.Grace said that the kind of detail they were able to unearth, and the insights both The Up&Up Group and KLA\u2019s analysts were able to extract, is particularly important in an era where most marketing budgets are wasted.\u201cWe already know that Dr Karen Nelson-Field from Amplified Intelligence shared a research study in 2023 about digital advertisements that didn\u2019t\u00a0reach the attention threshold of 2.5 seconds. In essence, 85% of digital spend is poured down the drain. This, together with many other post-pandemic\u00a0data points, is bringing about a\u00a0new\u00a0wave of questioning the status quo and what marketing effectiveness truly requires today\u201d.\u201cAnd so, for businesses to be able to be precise with their positioning and to resonate with audiences of today, they must know what, if anything,\u00a0has\u00a0changed\u00a0since\u00a0the lockdown so that they can build closer relationships with their customers to increase market share, brand loyalty and their bottom line.\u201dJenni Pennacchini, Managing Partner at KLA, said that while the research shows that the stigma around mental health conversations\u00a0has\u00a0decreased, with 54% of South Africans now feel comfortable discussing it (which is up 14%\u00a0since\u00a0lockdown), modern life feels increasingly alienating for more than half of South Africans, a significant 10% rise across all income levels.\u201cDespite recognising the importance of mental well-being, few prioritise it. Increasingly busy\u00a0lives, hybrid work pressures and financial struggles make self-care difficult. Businesses can make a meaningful difference here and build longer lasting equity by taking an active role in fostering holistic well-being, ensuring their employees, stakeholders and customers feel supported,\u201d she said.”Some other key findings are that there are growing feelings of alienation, with 70% of South Africans worrying about excessive social media use. Coupled with this, nearly half of the population say they are bored a lot of the time. Social media and influencer culture are fueling a rise in lifestyle envy across all segments, possibly contributing to growing anxiety. While online shopping\u00a0has\u00a0made life easier, the middle and affluent segments still value in-store experiences.\u00a0\u201cBrands must understand that affordability isn\u2019t\u00a0the priority, delivering the best value is,\u201d Pennacchini added.68% of South Africans feel better off than a year ago, compared to only 47% of Americans.However, this confidence is primarily among the affluent, while lower-income earners remain deeply uncertain about their future.Grace added that political disillusionment is growing, with 60% agreeing that \u201cthis country is going to the dogs,\u201d a 7% increase\u00a0since\u00a0the\u00a0pandemic. The affluent segment feels less impacted, likely due to greater financial security\u00a0and\u00a0access to alternative living options.Fewer South Africans believe they have the power to effect change, with the biggest decline (8%) among lower-income earners.Trust in advertising\u00a0has\u00a0also dropped by 8%.Despite the claim that 71% appreciate brands that engage in social issues, over half still feel underrepresented in advertising, highlighting a disconnect.”Consumers\u00a0are longing for acknowledgement and empowerment, and brands need to bridge this gap by fostering genuine representation and engagement,\u201d Pennacchini stated.Grace said that five years post-pandemic, a complex picture\u00a0has\u00a0emerged, that businesses need help navigating. Online shopping thrives, yet screen-time concerns grow, he says.Aspirations soar, yet financial caution prevails. It is evident that\u00a0consumers want value,\u00a0he says,\u00a0not just low prices.Rising anxiety, apathy, and scepticism underscore a longing for confidence and empowerment.\u00a0\u201cBusinesses that navigate these contradictions effectively, meeting aspirations while easing concerns, will emerge as market leaders. The key question remains: How can brands alleviate pain points and elevate\u00a0lives?\u201d asks Grace.BUSINESS REPORT\u00a0<\/p>","protected":false},"author":1,"featured_media":56806,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-56804","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-builder"],"_links":{"self":[{"href":"https:\/\/www.premium-partners.net\/fr\/wp-json\/wp\/v2\/posts\/56804","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.premium-partners.net\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.premium-partners.net\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.premium-partners.net\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.premium-partners.net\/fr\/wp-json\/wp\/v2\/comments?post=56804"}],"version-history":[{"count":2,"href":"https:\/\/www.premium-partners.net\/fr\/wp-json\/wp\/v2\/posts\/56804\/revisions"}],"predecessor-version":[{"id":56807,"href":"https:\/\/www.premium-partners.net\/fr\/wp-json\/wp\/v2\/posts\/56804\/revisions\/56807"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.premium-partners.net\/fr\/wp-json\/wp\/v2\/media\/56806"}],"wp:attachment":[{"href":"https:\/\/www.premium-partners.net\/fr\/wp-json\/wp\/v2\/media?parent=56804"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.premium-partners.net\/fr\/wp-json\/wp\/v2\/categories?post=56804"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.premium-partners.net\/fr\/wp-json\/wp\/v2\/tags?post=56804"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}