Understanding the increase in demand for accommodation in the Johannesburg Northern suburbs from the black middle class

Abstract

The current increase in demand for accommodation in the Johannesburg northern suburbs is linked to the political and demographic changes that took place within South Africa post 1994. During this time there was a flight of affluent white South Africans away from what was then the centre of the country’s economy, the Johannesburg Central Business District (Garner, 2011). There has been an increase in the size of South Africa’s black middle class post 1994, due to the removal of racist legislation impeding the economic advancements of black South Africans, as well as due to the progressive affirmative action policies designed to fast track the advancement of black South Africans (Southall, 2016). Consequently, there has been a steady increase of black middle class people moving into the northern suburbs of Johannesburg. The study was conducted in the Sandton suburbs of Johannesburg, Gauteng. It sought to understand what factors have led to the increase in demand for accommodation in these suburbs from the black middle class. 27 interviews were conducted with participants in the case study areas of Illovo, Sandton Central Business District, Sandown, Bryanston and Sandhurst. The researcher made use of direct observations during the semi-structured interviews. The results showed that research in this area was imperative as it helped to explain the buying and renting patterns of the black middle class. This is important for property developers and the government because the black middle class is a fast growing economic subgroup within the country. This can impact on policy and property development in the country. The study found that the black middle class are moving to the northern suburbs for pragmatic reasons and that proximity to their places of work, proximity to amenities and security are the most important factors causing them to move.