The 18th Sunday Times GenNext Awards Overall Coolest Brand award has gone to Nike - its 9th consecutive Overall Coolest Brand award.
Image supplied. The 18th Sunday Times GenNext Awards’ winners
The brand also bagged the Coolest Clothing Brand and Coolest Footwear Brand awards. BMW placed overall second, while adidas moved into overall third spot from its 7th place position in 2021.
The winners across 70 categories of the Sunday Times GenNext survey, conducted by Yellowwood, were announced during a hybrid event celebration on 15 September 2022.
Barometer of the youth
The Sunday Times GenNext survey is a barometer of what South Africa’s youth find on-trend and aspirational, and delivers insights that are valued by brand management, advertising, and marketing professionals.
The 2022 survey polled 5,933 young people aged 8-13 years (Tweens), 14 to 18 years (Teens), 18 to 24 years (Young Adults), and 25 to 30 years (Young Professionals).
This year also saw the introduction of new categories reflecting rapid innovation and consumer technology adoption: Coolest Online Accommodation Booking Sites (winner: Trivago) and Coolest Savings & Investment Platform (winner: Capitec).
Another new category was introduced to reflect young people’s strong desire to make a difference: Coolest Brand That Cares about the Community (winner: KFC).
In addition to polling consumer brand preference, the survey also polls youth on the personal brands of celebrities, entertainers and sportspeople. World Cup-winning Springbok rugby captain Siya Kolisi was once again named Coolest Local Sportsperson, while Somizi Mhlongo was awarded as the Coolest Online Influencer.
MetroFM once again triumphed as the Coolest Radio Station, with The River being the Coolest Local TV Programme.
A significant birthday
Eben Gewers, head of sales at Arena Holdings – which owns Sunday Times GenNext – says this year marks the 18th year of the GenNext survey.
“This is a significant birthday and one we intend to celebrate in style, especially since we are now able to host the in-person event again. We are absolutely looking forward to this as well as the feedback from our various marketing partners on the insights delivered by the youth.”
Nolitha Mkhwanazi, head of youth strategy at Yellowwood adds that the Sunday Times GenNext Youth Behaviour Report offers brand custodians a cheat sheet on the South African youth.
“The Report allows us to track the shifts in attitudes and needs satisfaction from 2021 giving a richer perspective into the hearts and minds of young people. It is a fact-based report that helps drive your brand's ambitions using data from over 5,000 young people.”
The Sunday Times GenNext supplement will be published in the Sunday Times on 18 September 2022.
|Coolest Bank: Capitec Bank|
|Coolest Cellphone: Samsung|
|Coolest Clothing store: Mr Price|
|Coolest Domestic airlines: Fly Safair|
|Coolest Clothing brand: Nike|
|Coolest Hotel: Sun City Hotel|
|Coolest Shopping mall: Mall of Africa|
|Coolest Online store: Takealot|
|Coolest Company to work for: Google|
|Coolest Telecoms provider: Telkom|
|Coolest Tinned food: Koo|
|Coolest Public transport brand: Uber|
|Coolest Motor vehicle: Mercedes Benz|
|Coolest stationary store: CNA|
|Coolest petrol station: Engen|
|Coolest entertainment place: Sun City |
|Coolest Console / mobile game: Fifa|
|Coolest Technology brand: Apple|
|Coolest Weekly newspaper: Daily Sun|
|Coolest Ice-cream: Magnum|
|Coolest Campaign targeted at the youth: Love Life campaign|
|Coolest TV channel: Mojo Love|
|Coolest Local TV programme/series: The River|
|Coolest Cartoon show: Mr Bean|
|Coolest Kids TV channel: Cartoon Network 301|
|Coolest Advertising medium: TikTok|
|Coolest Music store/website/streaming: Spotify|
|Coolest Radio station: Metro FM 96.4|
|Coolest Breakfast cereal: Jungle Oats|
|Coolest Grocery store: Woolworths|
|Coolest Fast Food Places: McDonalds|
|Coolest Restaurant: Spur Steak Ranch|
|Coolest Chocolate: KitKat|
|Coolest TV streaming/content channels/platform: Netflix|
|Coolest Online influencer: Somizi Mhlongo / Somgaga|
|Coolest Local sportsperson: Siya Kolisi|
|Coolest Radio DJ: DJ Fresh / Thato Sikwane|
|Coolest Local celeb: Trevor Noah|
|Coolest Brand overall: Nike|
|Coolest Skincare product: Nivea|
|Coolest College: TVET College |
|Coolest Toy store: Toys R Us|
|Coolest Food delivery app: Uber Eats |
|Coolest Fitness app: Virgin Active App|
|Coolest Insurance company: Old Mutual|
|Coolest Digital learning platform: YouTube|
|Coolest Loyalty programme: Pick n Pay Smart Shopper|
|Coolest Sauce: Nando’s Hot Sauce|
|Coolest Hot beverage: Starbucks Coffee|
|Coolest Cold beverage: Coke |
|Coolest Shower gel: Nivea Shower Gel|
|Coolest Alcohol: Jägermeister’s|
|Coolest Online accommodation booking site: Trivago|
|Coolest Brand that cares about the community: KFC|
|Coolest Savings and investment platform: Capitec|
|Coolest Energy product: Red Bull|
|Coolest Snack: Doritos|
|Coolest University: University of Cape Town|
|Coolest Sweets: Maynards|
|Coolest Haircare products: Dark & Lovely|
|Coolest Spreads: Rama|
|Coolest Social media app: TikTok|
|Coolest Soap bar: Protex|
|Coolest Feminine Hygiene Product: Kotex|
|Coolest Specialist health store: Clicks|
|Coolest Makeup brand: Avon|
|Coolest Gaming console: PlayStation console|
|Coolest Male deodorant: Nivea|
|Coolest Female deodorant: Nivea|
The full list of winners and rankings can be found here.