Black Diamonds are South Africa's fast growing, influential and affluent black community.
Black Diamonds are members of South Africa’s fast-growing, affluent and influential black community.
TNS Research Surveys (Pty) Ltd and the UCT Unilever Institute originally coined the term “Black Diamond” during their groundbreaking research into this important market in South Africa in 2006. The results were presented at UCT Unilever conferences around South Africa.
Black-Diamonds are a complex and diverse group of people ranging from:
the Mzansi Youth who are still living at home and studying towards their future;
Start-me-ups who are starting out in the big wide world;
Young Families, who have young kids; and
the Established who are the older, wealthier families
58% live in houses in the townships
70% have five or more people living in their households
86% believe in Labola
75% believe in slaughtering to thank ancestors
84% of Black Diamond children speak English fluently
72% believe that “the way your children dress, speak and are educated is a reflection of your wealth “
46% have access to some kind of formal credit
50% feel trapped by the amount of debt they have
87% say its necessary to have medical aid, 26% have medical aid
70% say Thabo Mbeki is doing a good job of running the country
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