A Youth Lost in Translation

The youth of South Africa command billions of rands in spending power, directly and through their influence over household consumer decisions.

The youth of South Africa command billions of rands in spending power, directly and through their influence over household consumer decisions. Today’s young adults have more disposable income than the generations that have come before them. While marketers want to draw in the under-23s, they need to be aware that this is a heterogeneous group with mercurial tastes. They need to know these youngsters are tech savvy and are hyperconnected, with the ability to make or break a brand overnight. Marketers and employers shouldn’t try to engage with the Millenials and Generation Z consumers without truly understanding them first.