Strong economic growth has seen poorer people becoming less collectivist and more consumerist, and conversely wealthier citizens have come to care more about societal issues than individual prosperity.
The survey identifies three basic attitudes among South African consumers: collectivists, welfarists and consumerists.
Collectivists are people whose behaviour conforms with the basic principles of ubuntu. Community and authority are very important to them, and they believe that wealth should be shared to ensure that all community members survive.
Welfarists are people with individualistic mindsets, who believe that wealth accumulation is important to improve the welfare of themselves and their households.
Consumerists have individualistic mindsets and believe that their own consumption needs are of paramount importance. They will spend large amounts of money to enhance their image by buying expensive branded clothing and cars.
