Africa Affluent Millennials

In 2016 BBC News produced an award-winning study into Millennials and their relationship with brands. In 2018 we have taken this further and investigated the Affluent Millennials of Africa.

Africa has one of the world's fastest growing middle-class, consisting of over 100 million people, excluding South Africa, and the number of High Net Worth Individuals are growing. We sought to find out what is distinct about this consumer group and how they engage with brands from four product categories.

Download a snapshot of the study below.


The study was conducted in June 2018, with over 2,000 respondents from South Africa, Nigeria, Ghana, Kenya and Tanzania, and looked at how this audience engages with Luxury, Leisure Travel, Banking and Finance and Consumer Technology brands.

To find out more or see how your brand could benefit from these insights, email:

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