As the SA economy starts up again, brands and their advertising agencies need to focus on a new demographic emerging from the lockdown crisis. "Nillionaires", says research agency Kantar, are a new class of shopper, facing more troubling times than usual and making up about 70% of SA’s population.

Kantar says its findings show 69% of people who fall into this category are below the age of 34, 55% are women and all are surviving on a household income of about R5,000 a month. The agency says it’s critical to leverage insights into this market for business growth, as Covid-19 has become the great marketplace equaliser...

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