Our client Sanlam was launching Sanlam Goal Manager for intermediaries and their clients and they wanted to kick off with a focus on saving for education. Education funding is a controversial topic in South Africa and while there is state-funded provision is available to qualifying South Africans, there exists a ‘missing middle’ who fall just outside of this bracket. Education inflation also means that for many, the costs associated with educating their kids are overwhelming. Add this to a changing world of work that is for the most part still unknown, and one can begin to understand the concerns for parents who want to ensure their children are future-fit.
We decided to survey South Africans to understand more about how the market views the value of education and the associated costs of this. We also decided to partner with parent influencers to create talkability and rich content around education and the future parents envisage for their kids.