Build Resonance With the South African Youth Market
The GenNext report for Tweens between the ages of 8-13 years provides an in-depth examination of the factors driving the behavior of 2,807 young individuals and how brands can enhance their connection and understanding of this youth segment. In the course of their research, a total of over 15,000 young South Africans from 8 out of the 9 provinces were actively involved, using a two-survey and three-phased research approach.
The Brand Preference survey and Youth Behavior survey was conducted in schools, enabling Tweens to participate.
In the year 2023, the Sunday Times GenNext movement presents insights into youth brand preferences and behaviors for the 19th consecutive year. Recognizing the demand for various organizations to engage with young South Africans, the report has expanded its scope to encompass private, public, and non-profit organizations, offering a comprehensive view of both national and provincial snapshots.
Additionally, the report includes a trend analysis highlighting the evolution of youth behavior over the past three years, from 2021 to 2023.
Table of Contents
About the study
Sample profile
Section 1: What matters to them
- Technology
- Economic
- Infrastructure & Environmental
- Rights & Responsibilities
- Political
- Legal
Section 2: Who they are
- Self-esteem
- Belonging
- Self-actualization
- Safety and security
- Physiological
Section 3: Why they matter
- Money and Banking
- Retail Spending Behaviours
Section 4: Social and Connectivity
- Tech
- Online activity
- Activities
- Entertainment
Section 5: How your brand can respond
Companies Mentioned
- Netcare
- Spotify
- Takealot Online
- Youtube
