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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.