This observation explores how the respondents from the 30/30/30 Project experience varying forms of discrimination in their lives. It delves deeper into how this can have an impact on who they decide to work with or buy from.
Continue reading to find out more.
What we learnt
Many of our interviewees (53%) have experienced some form of discrimination, while 43% have not experienced discrimination.
“So it does feel like certain parts of South Africa still have that ambience of racism, but on a personal note, it’s not even something that I think about.” “So on a daily basis, it’s a no, but on a bigger scale or outside of the world and the bubble that I live in, it’s definitely still a thing.” – Hlengiwe (28, Black, female)
“[Indirectly yes but]… Directly, no one has stated to me, “Hey, because you look like this, because you are like this, because that’s why you don’t deserve to be here. But because of the spaces that I find myself in, definitely.” – Hlengiwe (28, Black, female)
What kind of discrimination?
| Classification | Number/percentage |
| Getting lower marks | 1 (3%) |
| Bullying | 1 (3%) |
| Classism | 1 (3%) |
| Colourism | 1 (3%) |
| Racism | 13 (43%) |
| No response | 12 (40%) |
When asked to classify the type of discrimination they experienced, an overwhelming number (43%) responded with racial discrimination being the type of discrimination that they had experienced.
“Yeah. up there, it’s really rife, especially going multiple north of Pretoria, it’s so bad. It almost feels as though people are still living in the past, you know, weird stares and then also experienced much in Cape Town in a restaurant whereby I had gone there with a team of my colleagues. And at that time, I was the only black person there and they were all white males.” – Lerato (27, Black, female)
“There’s been many racists, you know, remarks and slurs. And there’s even discrimination in business, I guess, because some things you don’t get because of these people. And I think in some way or another, that is kind of discrimination.” – Aviwe (28, Black, male)
3% of the interviewees experienced the following forms of discrimination: discrimination from getting low marks, bullying, classism and colourism (which has its roots in racism).
Interestingly and unexpectedly, a substantial amount (40%) of interviewees chose to abstain from responding to this question. It is not clear if it is because they did not know how to articulate the type of discrimination they experienced – or whether they are fearful of the shame or ridicule associated with expressing their experiences of discrimination. It is also not clear if their silence is due to the fact that they do not encounter discrimination but rather some other forms of prejudice.
43% of the interviewees said that they believe racism is generational when asked if racism in South Africa is endemic or generational. 40% of the interviewees said racism is endemic. 17 % opted to remain mum on this question.
“I definitely think it’s with the older generation, that it still exists like very much within the oldest generation, but when it comes to our generation, I think it’s pretty much decreased. Sometimes, you can tell from our people who are racist at our age, you can tell that they’re influenced by their parents or their grandparents, and then it’s not really a decision that they took to be racist…” – Oratile (20, Black, female)
“Because obviously if you are born into a certain family that is, yeah, of course, racist. And obviously the kid would be like, “Okay, this is what my mom hates and this is what my dad hates, so I’m just going to carry it along my life.” – Gigi (20, Black, female)
Most of the interviewees attribute racism to a prior generation. This sentiment is hopeful as it indicates that this cohort believes that even though they have experienced racism, there is room for a solution to irradicate it. There was an interviewee who also mentioned that they had experienced xenophobia, which is a growing issue in South Africa over the past few years.
Considering South Africa’s history, it is no surprise that racial discrimination has been the experience of many people in this cohort. Thirty years into our democracy, we still have some work to do to eradicate racial discrimination within our institutions, on online platforms, in public and at home.
What does the research/experts say:
According to Tamara Charm, leader of agile insights capabilities and consumer insights hub at McKinsey, “Companies that are able to offer something with value—a better price, better packaging—while at the same time showing inclusivity or authenticity or other values consumers care about will do very well.” This statement sums up how Gen Z decides which brands to invest their money, time and social capital. This generation uses this approach to choose a place of work. The issue of workplace racism is not only experienced by South African youth but youth of African descent in Great Britain. According to the This is Black 2023 Report by TapIn, 86% of African job candidates have had to change their name when they apply for a job or alter some aspect of their identity. Seun Odensaya, a candidate featured in this report said, “Before moving to Aberdeen for my job, I remember getting my hair done and thinking a few days after whether I should have gotten a weave instead of braids. And I remember genuinely struggling with that and just thinking it shouldn’t be like this. But at the same time, I wanted to be viewed as professional.” Before applying for a job, Black Gen Zs also check the diversity of companies on LinkedIn by looking at their employees. This example illustrates what this generation is willing to do to avoid being employed or associated with a workplace that does not reflect diversity, equity, inclusion and belonging (DEIB).
What can businesses and policymakers do about this?
Due to South Africa’s chequered past, the government has put created policies under the Employment Equity Act (EEA) and Labour Relations Act dealing with unfair discrimination in the workplace. However, well-meaning policies like these fail when they don not get implemented. Companies must ensure that they create internal anti-discrimination policies that adequately address the issues around unfair discrimination. They must design and nurture a culture of open communication, transparency, trust and mutual respect. Gen Z is also known as “inclusive consumers” who want the companies they engage with, endorse, work for and support with their business to not only talk-the-talk of inclusivity and diversity but also to walk-the-walk as they are known for cancelling any brand that discriminates or does not uphold the ideals that they believe in as a generation. In the case of discrimination, especially racial, prevention is better than dealing with the aftermath of not creating an environment and systems that adequately address the issue of discrimination.
By Flux Trends
The data and quotes mentioned above refer to a project that we are in the midst of, in conjunction with Student Village called “The 30/30/30 Project” whereby we collected insights from 30 South Africans, under the age of 30, 30 years into our new democracy.
WHERE TO FROM HERE?
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Image credit: Yan Krukau
