Mr Price Foundation sets sights on empowering 500 000 youth by 2035

In a bold move to combat the alarming levels of youth unemployment in South Africa, the Mr Price Foundation has unveiled an ambitious new initiative aimed at economically empowering 500,000 young people by 2035.

This target is outlined in the Foundation’s newly released Integrated Impact Report, which highlights the urgent need to address the staggering 7.7 million young South Africans currently neither in employment, education, nor training.

Octavius Phukubye, the Executive Director of the Mr Price Foundation, emphasised that the Foundation's focused investment strategy—totaling R37 million—has been strategically directed toward education, skills development, and entrepreneurship, creating substantial pathways toward sustainable livelihoods.

“Unemployment is not just a social issue; it poses a systemic risk to South Africa’s future. Bridging the gap between unemployment and employability is our mission,” said Phukubye.

The Integrated Impact Report outlines a series of core programmes spearheaded by the Foundation, which have collectively shown measurable success in enhancing youth employability.

Through its JumpStart skills development programme, 70% of participants successfully secured jobs in the retail sector, with a notable 61% rehired rate reflecting long-term value in the industry.

“Our job is to build economic resilience among the youth,” Phukubye stated. “We equip them with the essential skills, networks, and opportunities to participate meaningfully in the economy.”

The transformative impact of the programs extends beyond mere employment; participants report increased confidence and financial independence, dramatically altering their lives for the better.

Success stories from program alumni highlight the initiative's effectiveness.

Sandile Bhengu, now an assistant store manager at Mr Price Home Galleria, shared his experience: “I applied for many jobs during my six long years of unemployment, but everything changed when I joined JumpStart in 2016. Life has improved tremendously since.”

Similarly, Hlengiwe Mthobeni, an intern from Cape Town, noted, “JumpStart equipped us with valuable skills and knowledge, preparing us to apply them in the retail environment.”

The Foundation aims to broaden the scope of the JumpStart programme, exploring partnerships in new sectors such as tourism and ICT, thereby increasing the number of opportunities available to young South Africans.

Alongside empowering youths for employment, the Mr Price Foundation's EduRise programme is addressing the educational crisis in South Africa.

In the past year, it supported over 13,000 learners and 400 educators across 21 low-income primary schools in Hammarsdale, KwaZulu-Natal. Students benefiting from this initiative achieved a 20% improvement in literacy and numeracy skills, a crucial step forward in reversing a long-standing educational decline.

School management has also seen noteworthy enhancements, with a 9.5% improvement reported across nine key areas, including leadership and parent involvement. Phukubye attributes this positive change to the collaborative efforts between participating schools, fostering a culture of shared knowledge and innovation.

Looking ahead, the Mr Price Foundation is poised to expand its impact significantly, aiming to reach more than double its current beneficiary numbers over the next decade.

“We assessed our resources and partnerships and determined that we can positively influence up to twenty times the young individuals reached in the past year,” stated Phukubye.

“Our goal is to ensure our contributions lead us to being the most impactful youth empowerment-focused corporate foundation in South Africa.”

The Foundation's future initiatives will focus on increasing institutional fundraising, strategic collaborations, and leveraging technology to maintain its data-driven approach while deepening engagement with local communities.

“Participants entered our programmes uncertain of their futures and left with the confidence required to shape them. We aim to help as many young South Africans transform into economically resilient individuals as we can,” reflected Phukubye.

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