South Africa’s Market at A Turning Point: Past, Present And Future Insights from BMR’s 65-Year Review

The Bureau of Market Research (BMR) recently released its 65th anniversary report, compiled by Prof. CJ van Aardt and Prof. DH Tustin, reflecting on how South Africa’s market has shifted over six decades and where it is heading.

The Story of Change

The report shows how the country has grown from a population of just over 16 million in 1960 to nearly 64 million in 2025, while also becoming far more urbanised. These changes brought new opportunities, but also challenges such as unemployment, inequality and rising costs of living.

Prof. Tustin notes: “The South African market landscape changed dramatically during the past 65 years of the BMR’s existence. It is at present undergoing rapid change, and the speed of change will accelerate dramatically in the years to come”

Pressures and Possibilities

The study highlights the reality of an economy still battling low growth and high unemployment. Yet, it also points to areas of hope. Prof. van Aardt explains: “By staying attuned to changes that will impact on their client bases, businesses can position themselves more effectively in the market and capitalise on emerging opportunities” .

Among the major trends reshaping South Africa today:

• Digital adoption – from online shopping to mobile payments, technology is reshaping how people live and work.
• New work models – hybrid and gig economy jobs are expanding as South Africans look for flexible income options.
• Shifting consumer spending – households are cutting back on luxuries and focusing on essentials like food, housing and healthcare.

Past, Present and Future at a Glance

Looking to the Future

The authors emphasise that the country’s future depends on skills, innovation and inclusive growth. They also highlight the growing importance of green energy, AI in financial services, and smart technologies in shaping South Africa’s competitiveness.

A Message to South Africans Prof. Tustin adds: “Insights into current and future trends will assist businesses and policymakers to make informed decisions. But these findings are equally relevant to ordinary South Africans, because they show how shifts in the economy affect household spending, job prospects and daily life”.

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