Gen Z wows with hustle, pragmatism

The findings of a study challenge stereotypes, showing a generation that's resourceful, pragmatic and shaping its own financial future

- Umamah Bakharia

Despite earning less than R5 000 a month, more than half of South Africa's Generation Z are somehow saving up to R1 800 a month.

This is according to the Gen Z Economy Report by Student Village, which specialises in the youth market, and the trend analysis company Flux Trends.

Drawing from 932 interviews with 18 to 30-year-olds across the country, the report refutes long-standing myths of Gen Z being financially reckless and idle and instead shows a generation of savvy survivors balancing food, rent and transport with side hustles, savings goals and digital fluency.

Only 16.6% of the surveyed cohort said they were unemployed - a figure that sharply contrasts with the national youth unemployment rate of 45.5%. The reason for this is many Gen Zers earn additional income by freelancing, tutoring or running side businesses.

The report urges policymakers and brands alike to reframe these youth not as NEETs (not in education, employment or training), but as underemployed strivers blocked from reaching their potential by structural constraints.

"This generation isn't broke, they're building," said Ronen Aires, the chief executive of Student Village. "Despite limited income, Gen Z is navigating the financial system on their own terms. They're side-hustling, saving, skipping the debt trap and making intentional, values-led purchases. They're redefining what it means to be a consumer, a customer and a contributor to the economy."