Abstract
This study examines the factors that shape the work identity and behavioural patterns of financial mismanagement among South Africans who received sudden wealth, as depicted in the television series I Blew It. The study addresses the broader issue of how individuals from lower socio-economic backgrounds, with limited exposure to financial literacy or long-term planning, navigate the challenges and opportunities associated with rapid financial gain. Using a thematic analysis of ten episodes across multiple seasons, the findings reveal that sudden wealth was channelled primarily into conspicuous and experiential consumption, with cars, clothing, parties and travel used as symbols of recognition and belonging. While some participants initially aspired to invest in businesses or support family members, these commitments were often undermined by peer pressure, poor financial decision-making, and the absence of structured guidance. The windfall also destabilised work identity, where disciplined efforts in music, entrepreneurship, or education gave way to leisure or symbolic performances of success. Observable behaviour shifted towards indulgence, generosity and spectacle; social roles expanded temporarily as participants became admired “providers” or figures of status. However, this admiration proved fragile and conditional, collapsing once resources declined. The findings revealed that sudden wealth is not only an economic event, but also a psychological and relational one. These insights carry implications for public education, policy and the design of support structures for individuals who encounter sudden financial gain.