Who are Black Diamonds?
 
Black Diamonds are members of South Africa’s fast-growing, affluent and influential black community.
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
 
Some facts about Black-Diamonds
 
  • 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