The minds and moods of the Afrikaans market
What are the sentiments of the Afrikaans market? JOS KUPER provides valuable insights gleaned from in-depth research.
Contrary to the belief in some quarters and even in what is reflected in the media, the Afrikaans sector is not a pessimistic, disillusioned population that has no home in the ‘new' South Africa. In keeping with the majority of the population, first-language Afrikaans speakers describe themselves first and foremost as South Africans rather than the other options like African, or by language, race, cultural group or religion. When asked for their second descriptor, race is more likely to be selected than language, albeit at a very low level.
This data is from futurefact, which has been surveying the attitudes and beliefs of South Africans since 1998. the findings presented here are from 2012 and are based on a probability sample of 2 946 adults aged 15 and over, living in communities of more than 500 people throughout south Africa and representing 21.6 million adults.
The findings make it clear that among Afrikaners, there is a palpable pride in being South African and a sense of belonging. In fact, they rate their commitment to the country at 7.7 out of a possible 10 points, not significantly below that of the general population as a whole at 8.3.