However they are defined, the growth of the middle class in South Africa offers opportunities to industry and a chance to grow a stronger and more diverse economy. From adding new pay-TV subscribers to booking exotic holidays, the newfound wealth of the rising middle class means demand for services. More people are also entering the housing market for the first time spurring construction. Research by First National Bank (FNB) shows all sectors of the economy benefit from a growing middle class, but “the biggest beneficiaries are likely to be retail (especially luxury and durable goods), finance, vehicle and the construction industries”.