What is the GenNext study?
The GenNext study comprises two reports – the Brand Preference Report and the GenNext Youth Behaviour Report.
The Brand Preference Report, in conjunction with Sunday Times, is where we poll the opinions of young people to determine which brands rise to the top as the coolest. 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 surveyed 13 000 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?