Despite the many challenges facing the country, South Africans remain optimistic about the prospects for future generations, with 25% of citizens expecting their children to move into higher living standard measure (LSM) categories.

Speaking at a research roundtable hosted by Johannesburg-based talk radio Power FM, Brand South Africa research GM Dr Petrus de Kock highlighted that a survey, titled ‘A Brand of Optimism’, which was conducted between November and December 2014, had revealed that a vast majority, 74%, of the country’s citizens intended to continue living in the country and to contribute to its future.

“This goes against the grain of some of the media debates that we see in the country,” he said.

Only 1% of respondents indicated that they were planning on leaving the country with no intention of returning. The sample of the survey was interviews with 2 524 people – 50% aged between 15 and 34 and 43% in the lower LSM.

Many citizens believed that in the last ten years the country had made the most progress in the areas of education; religious tolerance; public transport; housing and medical treatment/hospitals. “This also counters public debate,” De Kock pointed out.

“Despite ‘confrontational’ public discourse, South Africans, on the whole, are extremely proud of the country and its achievements,” the survey read, noting that 86% of respondents wanted to focus on solutions and were willing to take action, rather than wait for others to take action.

However, the report also highlighted that, while there was a strong sense of national pride, the key concerns, which also impacted on pride to some extent, pertained to crime, corruption and a lack of job opportunities. “These factors are well recognised as key social challenges the country has to work to overcome,” the report said.

From a reputational point of view, respondents were also asked to indicate whether they would recommend South Africa as in investment destination, a place to travel to or visit, a place to work in, and a place to study in.

The responses were positive, with more than 80% of respondents indicating that they would recommend that people invest in, travel to, study in and work in South Africa.