Becoming more careful about how you spend your money? 66% of South Africans are 9 March 2021 8:14 PM Share This: A study has identified 4 new consumer groups driving spend in 2021, as many household incomes drop due to effects of lockdown. The Covid-19 pandemic has wreaked havoc on economies and consumer finances around the world. South Africa bled jobs during hard lockdowns and many who do still have work have seen their incomes plummet. According to a new study, 78% of South African consumers have changed their purchase behaviour with little hope of a swing back to pre-pandemic levels. Image: Candid_Shots on Pixabay Unlocking Consumption in 2021 identifies four consumer groups that will drive spend in 2021.