The youth: attitudes toward branding

Quality appears to be of paramount importance to this market. Most of the youth market aged between 16 and 24 years show a preference for companies that make sure their products are perfect before launching them (75%). Furthermore, 72% of this market has demonstrated that they prefer companies that focus on customers rather than innovation. The marketing of products does not appear to be of primary concern - 53% of 16 - 24 year olds state that they would still be interested in a good product or service even if the marketing was not very good. A large percentage (36%) states that they will not use a company that is slower than its competition to launch a new product.

Brands are very important. Visible, recognisable logos such as LaCoste, Hugo Boss and Pringle are as essential as the stitching on the garment. Almost half of them state that they are prepared to buy expensive designer clothes for themselves and that they are prepared to pay high prices for clothing and shoes. However, many indicated that they would rather buy one really expensive item of clothing or shoes than a lot of cheaper items (46%).

This market also indicates that they are brand loyal and stick to well-known brands and shops that they know and trust (55%). However, 36% of this market also state that they are early adopters and are usually one of the first people to try out new brands that are advertised.

Despite the focus on big tag items for clothing and shoes, a large proportion of this market say that they often buy no-name supermarket brands (53%) and find that these days they have to buy cheaper brands rather than big name brands (52%). A large percentage of this market also indicates that they perceive house brands to be just as good in quality as the big well-known brands (53%).

The youth seems to be particularly susceptible to advertising and sponsorship - 59% categorically state that they are more likely to buy a brand that they see or hear advertised, whilst 56% declare that the chance of buying a product is significantly increased if the company sponsors a sport.

The need to identify with a brand before using it is also deemed as a crucial motivator in buying a certain product. 46% say that if a brand does not talk to them, they will not use the product.

What does this market look like?

There are approximately 12.4 million 16 - 24 year olds living in South Africa, 39% of which live in urban areas. 19% have children of their own, and 7% are already married and living with their spouse. 76% of this market still lives with their parents.

This an excerpt from African Response's monthly electronic magazine. To subscribe to the e-zine, please email

The results are from the FutureFact 2006 survey, a national survey with a sample of 2 200 people. For more information about FutureFact, please contact Anina Maree on 011 709 7888.