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Marketing in the townships of South Africa


Roger Wilco

A overview into the consumer behaviour of almost half of South-Africa’s Urban population


Consumer behaviour

The 2021 South African Township Marketing Report provides insights into consumer behavior, preferences, and trends in South Africa's townships. The report indicates that township residents are becoming more brand-conscious and are willing to pay for quality products and services. It highlights the growing importance of digital marketing channels and the need for businesses to develop localized marketing strategies to effectively reach and engage with township consumers

Key Figures

- 18 million people live in townships and informal settlements, presenting a largely untapped market for marketers.
- township consumers' combined spending power is R300 billion, with an expected growth of over 10% in 2021.

Key Takeaways:

Johannesburg, the second-largest urban area in Africa, is a hub for business and innovation. There are numerous untapped opportunities for marketers in the township market, but collaboration with local businesses is crucial for success.