This study aims to determine the strength of various demographic and socioeconomic variables in predicting changes in living standards over the period 1997 to 2006. Data for analysis and modelling purposes ± from the All Media and Products Surveys (AMPS) for the period 1997 to 2006 ± were used in an econometric model that made use of regression analysis to determine the optimal mix of variables predicting living standards as well as the individual strengths of such variables in predicting living standards. This was done in order to gain a comprehensive understanding of the individual variables that impact on living standards in the South African context and the ways in which such variables conjointly enhance or inhibit improvements in living standards. To determine whether the different variables predict living standards separately or conjointly, a co-integration analysis was done as part of the regression analysis.