High-income earning couples plan ahead together more compared to their low-income earning counterparts, a new report indicates, as trust remains the most important factor for relationship success, followed by communication and shared goals.
This is about 69 per cent compared to 52 per cent of low-income couples, as shared decision-making and financial security in partnerships continue to shape couples’ future planning, financial roles, investments and long-term commitments.
The survey by Kasi Insight, a consumer research, data analytics and advisory firm focusing on Africa, depicts how relationships are evolving and expectations are shifting, with love, commitment and communication no longer solely defined by tradition but shaped by financial stability, emotional connection and shared aspirations.
According to Kasi, people seek deeper authenticity, both in their personal relationships and in the brands they engage with.
Financial stability plays a role— 92 per cent of high-income earners believe in love, compared to 81 per of low-income earners.
Regular discussions about the future are common, with 59 per cent of couples engaging in them often.
The report dubbed ‘Hearts & Brands-The power of human connection’ from the Kasi Insight Audience Intelligence - Human Connection Survey, has noted that joint decision-making is on the rise, with 45 per cent of couples sharing this responsibility.
“Nonetheless, traditional dynamics persist: 30 per cent of women report that their partner usually takes the lead, while 31 per cent of men indicate they take the lead. Younger couples are increasingly advocating for shared responsibility,” the report reads in part.
Emotional support is not guaranteed when it comes to achieving personal goals, 39 per cent feel mostly supported by their partner while only 28 per cent feel fully supported.
Gen Z individuals (32%) feel the least secure in this regard, whereas Millennials and Gen X members (42%) report stronger support.
Traditional gender roles continue to shape financial responsibilities with 60 per cent acknowledging their influence in relationships.
About 60 per cent acknowledge that traditional gender roles continue to shape their relationships with millennials (63%) feeling this influence most acutely, while Gen Z (55 per cent) exhibits a more neutral stance, indicating gradual change.
Complete equality in financial responsibilities is reported by only 16 per cent of couples, meaning men continue to take up more financial obligations in homes than women.
A larger segment (49 per cent) however perceived finances as somewhat equal, whereas 32 per cent feel there is inequality.
Gen Z (35 per cent) reports the highest sense of financial strain compared to older generations. Relationship roles are evolving, according to the survey, but stability increases with commitment where 79 per cent of individuals note changes in their relationship roles over the past year, with 37 per cent experiencing significant shifts.
Those in dating relationships (54%) report the most transformation, while married couples experience more stability.Meanwhile on conflict resolutions, 61 per cent of couples resolve conflicts often but 36 per cent struggle with consistency, highlighting a gap in resolution approaches.
Apologising and forgiving (56%) is the most common resolution method, but only 12 per cent seek professional help, reinforcing a preference for private conflict management.
“61 per cent of couples handle conflicts respectfully, 36 per cent struggle with consistency. Women are more likely to emphasise apologising and forgiving (56%), while men lean toward compromise (36%). However, professional support is rarely used—only 15 per cent seek counselling or mediation, highlighting a preference for resolving issues private,” the Kasi team, led by Yannick Lefang, Founder & CEO Kasi Insight Inc, indicate in the report.
About 69 per cent see trust as the most important factor for relationship success, followed by communication (59 per cent) and shared goals (26 per cent).
