GOVERNMENT DIRECTORY

categories, except when it came to cars. For many in the black middle class, cars still embody status and are perceived for social standing. The middle class has always played a pivotal role in South Africa, not only from a purely economic standpoint, but also from a social and political standpoint too. The growing share of black individuals in the upcoming middle class suggests that race is now disassociated from class. The magnitude of this specific shift in the income brackets widening, appears to be clear that the middle class is slowly becoming more racially representative and this in itself is an extreme- ly positive sign. Private Sector Gives Back Recently it can be said that businesses and corporations acting as a part of the private sector of the South African economy have been increasing their role in aiding provision in terms of Primary Heath care. This can be seen in terms of both the heightening in for-profit and non-profit portions of the sector. Since 1994, corporate social investment and responsibility as well as employee assistance programmes aimed at the uninsured population increased, in turn highlighting the complete significance of this sector. Statistics prove that there has been a high rise in donor-funded, health-related activities especially conducted to raise awareness and education for the HIV and AIDS and tuberculo- sis fields. Ultimately growing the private sector’s involvement in the provision of In its study, the Unilever Institute found vast changes in consumer behavior over the past decade, leading to highlight the intricate and vital role the new middle class plays in the consumer market. They pose new and different consumption patterns such as the tendency to spend more on durable consum- er goods and residential property, of which can be said is due to conspicuous consump- tion or cultural factors. This gives birth to a new found financial conservatism. It also allows for businesses both national and international to tap into a very powerful market. Thanks to the synonymous rise of social media platforms, businesses can now connect to this new consumer in a unique and most influential way. In contrast to the institute's study of the black middle class in the early 2000s, which revealed rampant spending, the majority of participants in the latest study reported curbing their spending and only using credit when something was absolutely essential. Twenty-two percent of those surveyed admitted that they were struggling to manage their debt. The recent study also showed significant changes in consumers' relationship with brands. While respondents in 2000 reported that brands helped to define their identity, this has shifted, with most of those surveyed now viewing brands as extensions of their identity. This was the case across most product Primary Health Care services through health promotion, food supply, nutrition, water and sanitation, family planning, maternal and child care as well as immunization and the prevention and control of locally endemic diseases; appropriate treatment of common diseases; promotion of mental, emotional and spiritual health; and the provision of essential drugs. The private non-profit sector includes a vast number of organiza- tions which are inclusive of NGOs, FBOs and CBOs of which either service a fee or at no charge whatsoever. Statistics show that there are 60 000 to 80 000 non-profit organizations in South Africa. It serves as the largest contributor to health promotion in the nation. The South African Primary Health Care aside, looking at how the African private sector has given back to the community at large, it can be seen in terms of the way in which there has been a rise in the cultivation of the future of business altogether. Members of the private sector are banding togethertoworkandwalkwiththecommunities and its individuals by cultivating humility that seeks to understand and prioritize the needs of the communities, so that can adequately elevate the experiences to national and international heights. In line with this sentiment, many of both the nation as well as the continents super wealthy are doing their part by aiding young Africans to follow in their entrepreneurial footsteps, in terms of foundations been Continued.... PTO... ULTIMATE COMPANIES IN SOUTH AFRICA TM PAGE 311