In the age of "wokeness", a topic much discussed is how much money black people spend in establishments that are not owned by other black people. On Facebook posts and Twitter hashtags, black youth are questioning and demanding that they should spend money among their own, to help boost business and make them a force in the country's economy.
One person who has heard the call and actioned it is Brownsense founder Mzuzukile Soni.
Brownsense is a marketplace where black business operators and consumers go to support each other.
On Facebook, the group has over 160000 followers who exchange business information, advertise and procure services.
The 40-year-old says he is aware of the challenges of starting something like this, in this country, and what has kept him moving forward is the bigger picture.
"It's not an easy task, I was not under any illusions from the beginning. Anything of this nature is bound to face some kind of opposition, sometimes even from black people. I started it knowing very well that it's not going to be a smooth ride," Soni said.
There are two parts to Brownsense. Soni refers to the one side as "a movement, in terms of mobilising abantu [people] to take pride in circulating the rand among black-owned businesses".
The second part is making it profitable. "There is also the arm which is all about enterprising, because from day one I realised it will need money.