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


During their presentations on awards night, Peter Khoury, chief creative officer of TBWAHunt 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.

Source: TimesLIVE