GenNext Youth Behaviour Report is a cheat sheet on the SA youth market

For the past 18 years, Sunday Times and Africa's leading marketing strategy consultancy, Yellowwood, have teamed up to discover businesses which have hit the mark. 

Every business owner should know that marketing is everything, but are you directing your marketing to the people who can turn your business into a success? 

“Companies need to understand the importance of marketing, which equals profitable fulfilment and unmet needs, which is why the Sunday Times GenNext Youth Behaviour Report offers brand custodians a cheat sheet on the SA youth market,” says Nolitha Mkhwanazi, head of youth strategy at Yellowwood.

On September 15 2022, the Sunday Times held the GenNext awards, recognising the brands that got it right. Nike won the Coolest Brand Award for the ninth consecutive year, proof of its consistency in understanding how to reach its target market. 

The importance of youth participation added value to the awards ceremony by showing appreciation through the voting process. The event celebrated entertainers, production crew members and those who've made a significant contribution to the media and marketing space.

Watch the awards ceremony above:

During their presentations on awards night, Peter Khoury, chief creative officer of TBWA\Hunt Lascaris and Mkhwanazi agreed it was important not to underestimate the influence and buying power of the youth.

According to the 2022 Sunday Times GenNext Youth Behaviour Report, the spending power of the youth sat at more than R111.5bn.

GenNext focuses on brands that are inclusive, uplift their community, and focus on education and the environment.

The best way to reach GenNext is through digital platforms. For example, 90% of the new brands that attracted the youth used YouTube and gaming platforms to market themselves. 

“Gaming has become a place where the youth interact and socialise, with Fortnight being one of the most popular platforms. This further highlights the need to diversify your digital marketing strategy,” said Khoury.

Online shopping in the gaming industry is a growing market and brands can benefit from marketing on these platforms. 

The winners across 70 categories of the Sunday Times GenNext survey, conducted by Yellowwood, were announced during a hybrid event celebration on September 15 2022.

Click here to view the full list of winners.