Youth and the power of cool: Generation Next and the business of branding

The jury is in and the votes are being counted. South Africa's youth have voted! The ‘Coolest Brands' in the country are about to be revealed in the Sunday Times Generation Next Survey to be published on 31 May 2009, following the awards event on 28 May at The Venue, Melrose Arch, Johannesburg.
Youth and the power of cool: Generation Next and the business of brandingSo just how important are young consumers to brands? Well, it all comes down to how significant they are as an audience and as a market. 52% of South Africa is 23 years old or younger and their annual spend was estimated at over R80bn in 2008.

The Sunday Times Generation Next Survey research is conducted by HDI Youth Marketeers and, this year, over 5,300 young urban South Africans between the ages of 8 and 22 have been polled. “We had very ambitious sample targets this year, which we are happy to have met - it means the winning brands will assuredly be the coolest of the cool,” says Jason Levin, Managing Director of HDI Youth Marketeers.

Because they are a substantial part of almost any audience or target market, the Sunday Times Generation Next Survey offers brands key insights to help develop business ideas around. A robust quantitative research study like this lets marketers and industry leaders in on kids', teens' and young adults' thoughts about brands in a way that lets them leverage them for market advantage: from brand partnerships to new product development.

Now in its fifth year, the Sunday Times Generation Next Survey has added an endorsement to the mix. This year, winners in the 54 categories will be entitled to add the ‘GENERATION NEXT WINNER - COOLEST BRAND' endorsement to material such their packaging, advertising and point-of-sale, and thereby make the market and consumers aware of their ‘Coolest Brand' status. The results of the survey allow brands active in the South African market to realize the effect they have on the youth, while at the same time giving the brand owners the recognition that they seek: young urbanites' stamp of approval.

“The Generation Next endorsement, wherever marketers use it, will point to the fact that the brand is in tune with the needs and desires of this very tricky and demanding market,” says Enver Groenewald, Advertising and Strategic Communications manager at Sunday Times.

You can also increase your cool status by being a part of the Sunday Times Generation Next survey to be released on Sunday, 31 May. For advertising enquiries, please contact Cris Stock on 011 764-3909 (or ), or Joy Daly on 011 454-2918 ().


More Information

The Sunday Times Generation Next Awards will be held on Thursday 28th May, at The Venue, Melrose Arch, Johannesburg. For further information, please contact: Charlene Naidoo at HDI Youth Marketeers on 011 706-6016.

15 May 2009 12:21

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