SA graduates in their 30s unleash R1 trillion spending power

SOUTH Africans aged 30 to 39 with tertiary qualifications now represent a staggering R1 trillion in spending power, according to new research from the UCT Liberty Institute of Strategic Marketing.

- DIEKETSENG MALEKE

The findings, published in the 2025 edition of the First 100 Paychecks Report: An Investigation into South Africa's New Professionals, offer a detailed look into the financial journeys of 700 graduates, tracking their progress from graduation to their 100th salary slip.

The report paints a compelling picture of how education, income, and financial behaviour shape South Africa's emerging professional class. It confirms that higher education remains the strongest predictor of financial success, with graduates consistently outperforming their peers in income, employment, and asset ownership. However, it also lays bare the persistent gender pay gap and structural barriers that continue to undermine equity in the workplace.

Zandile Makhoba, lead specialist of research & Insights at Liberty, says: "With the First 100 Paychecks Report, we wanted to go beyond the statistics and truly understand the financial journeys of South Africa's new professionals. This research confirms the transformative power of education when it comes to financial gain, but it also highlights the gaps that need to be addressed if we are to unlock the full potential of our graduates." The study draws on a robust mix of academic literature, national datasets, including NIDS, GHS, Stats SA, and DHET, as well as qualitative interviews with 700 graduates aged 30-39, alongside 60 students and recent graduates. Video interviews were also conducted to capture personal stories and lived experiences, adding depth to the data.