There are over 25-million young people in South Africa with an annual spend of over R104 billion. The youth not only packs massive wallet-punch they also drive purchasing trends – yet they are choosey, fickle and critical. Brands love and loathe them in equal measure but they simply can’t ignore them.
If your brand is talking to or trying to talk to this seriously important market segment, best set your alarm clock and get yourself to the Michelangelo Hotel in Sandton on6 June. Join Jeremy Maggs at the Redzone roundtable breakfast discussion as he interrogates the 2014 Sunday Times Generation Next Youth Brands Survey. A selection of brands will present a mini case study and then a panel will put them through the wringer.
Trevor Ormerod, GM Group Sales at Times Media had this to say about the youth’s brand power; “The South African youth market is very brand conscious, very in touch with how the brands market themselves and most importantly, the pester power that the youth have over their parents is significant and definitely plays a part in what brands the parents are forced to buy. To ignore the power of this market is detrimental and could result in longer term brand damage.”
