South Africans are confronting mounting financial pressure, with growing numbers being compelled to reduce household spending, terminate non-essential services, and even downsize their homes to remain financially afloat. According to recent findings from infoQuest in collaboration with Decapod Customer Experience, the economic realities facing ordinary citizens continue to underscore the enduring aftershocks of sluggish growth, inflationary pressures, and uneven recovery across the country.
The survey, conducted in August 2025 among 300 consumers, revealed that only 15% of respondents expressed strong satisfaction with their financial situation. On average, participants rated their financial wellbeing at 5.8 out of 10, only marginally higher than 2023’s score of 5.4 — a year considered South Africa’s first meaningful recovery phase following the COVID-19 economic downturn.
These findings suggest that despite the passage of time, economic progress has been limited for most South Africans. The modest improvement in perception appears to stem from strategic lifestyle adjustments rather than increases in household income. Older citizens, particularly those above 50, report feeling the most severe financial strain.
A significant proportion of households have adopted cost-cutting measures to cope. Nine out of ten respondents actively seek discounts and promotions, while 85% report reducing expenditure on non-essential items and luxuries. Furthermore, 83% have cut back on dining out and social activities, while an equal proportion maintain strict monthly budgets to manage dwindling disposable income.
Among the most notable findings is that two-thirds of participants have cancelled or reduced their streaming and subscription services. Moreover, 65% have opted to purchase locally manufactured goods over imported alternatives, signalling both economic pragmatism and a subtle turn towards domestic consumption. In addition, 62% have altered their grocery shopping locations to access more affordable options.
Beyond consumer behaviour, the socio-economic implications are profound. Fifty-six per cent of respondents have abandoned hobbies, 51% are carpooling or relying more on public transport, and nearly half have ended gym memberships. Alarmingly, almost four in ten households have downsized their living arrangements, with some even selling possessions or moving in with relatives to reduce costs.
The survey further revealed that 37% of South Africans have deferred educational pursuits, 29% have sold or pawned belongings, and 27% have borrowed from friends or family. Informal lending now surpasses personal loans from formal financial institutions, which were reported by 24% of respondents.
The reliance on credit has also intensified, with 22% drawing from home loan facilities and 20% extending their credit card limits. Over half acknowledge difficulty in keeping up with repayment obligations, raising concerns about household debt sustainability.
For many, survival now hinges on multiple income streams. Approximately 42% of South Africans have taken up side hustles or secondary employment, a trend that transcends generational boundaries. Meanwhile, 21% are selling household goods and 18% parting with valuables such as jewellery or art. In more drastic instances, 16% have moved their children to more affordable schools, 7% have sold their vehicles, and some have even sold or rented out property to cut expenses.
Claire Heckrath, CEO of infoQuest, highlighted the complex emotional and economic landscape emerging from these findings. “The slight rise in financial satisfaction reflects the resilience and ingenuity of South Africans who are making significant adjustments to cope with persistent economic pressures,” she explained. “However, this should not be mistaken for a recovery. The report illustrates that the burden of navigating financial difficulty has shifted primarily onto individuals, with minimal systemic relief visible in the broader economic environment.”
The data, while sobering, also offers insight into the resilience and adaptability embedded within South African society. These adaptive responses — from informal savings mechanisms to community-based support networks — reveal an enduring social fabric that continues to absorb economic shocks, even in the absence of broad-based structural reform.
Across Africa, similar patterns of financial adaptation are evident. Households in Kenya, Nigeria, and Ghana have likewise adopted multi-income strategies and informal lending practices to cope with inflationary cycles and employment uncertainty. South Africa’s experience, therefore, reflects a wider continental narrative of endurance, collective resilience, and innovative survival strategies amidst systemic economic constraints.
While the numbers tell a story of hardship, they also illuminate a population characterised by resourcefulness rather than helplessness — a people navigating economic turbulence with creativity and determination. The findings underscore an urgent need for more inclusive economic interventions that move beyond short-term relief and toward systemic transformation capable of delivering sustainable livelihoods for all.
Source: infoQuest | Decapod Customer Experience | The Southern African Times
