Keeping track of how youth interact with and respond to brands is an ongoing process.
Since 2004, the Sunday Times GenNext study has been the top annual survey for youth brand preferences and consumer behaviour and the survey is enhanced by our strategic might. This survey includes the "coolest brands" among youth and a report on their behaviour, covering over 12,000 individuals aged 8 to 30.
The results are released in the Sunday Times every year and culminates in an Awards event honouring the coolest brands and celebrities. The GenNext youth behaviour report, which highlights key categories and behaviour drivers for brands to achieve sustainable business success, can be purchased from Yellowwood.