Abstract:

This paper describes and explains ethnic diversity within South Africa, and how this translates in terms of cultural adaptation, differences and change pre and post apartheid, and potentially in the future. The hypothesis presented is that ethnicity plays a significant role in a consumers' definition of self. This appears to become overshadowed by a need for individual expression, status, progression and recognition as a person moves up a typical needs hierarchy. Furthermore ethnicity may again emerge as a key definer of self at the point of self-actualisation, although this is an active choice rather than a predetermined default.