The growing black middle class of South Africa has increasingly become the subject of interest for political parties. Noticeably, more political parties campaigned for votes from that sector in society in the 2014 Parliamentary elections. Members of that group still show a stronger preference for the ruling ANC. However, prior to the general elections, there was reason to suppose that black middle class support for the ANC had begun to decline, and that this would prove a significant factor at the polls.