What is the GenNext Study?
The GenNext study is comprised of two reports – Brand preference report and the GenNext Youth Behaviour Report.
The Brand preference report is in conjunction with Sunday Times, where we poll the opinions of young people to determine which brands rise to the top as coolest brands. We survey a total of 5 900 young people.
Yellowwood has adapted the GenNext Youth Behaviour Report to provide strategic direction for targeted growth in this audience by understanding behavioural and category dynamics. We survey 7 100 young people for this study.
Essentially, the GenNext Youth Behaviour Report seeks to answer the question:
How do you need to think differently about South Africa’s Youth to drive your brand’s growth?