Top 'cool' brands selected by Generation Next
The Sunday Times Generation Next 2010 survey awards were handed out last week to the 'coolest' brands of them all, as polled from the opinions of over 5800 young urbanites from six major provinces in South Africa by HDI Youth Marketeers in February/March 2010.
Coolest winners
| Category | Brand |
|---|---|
| Banks | ABSA |
| Cellphones | Nokia |
| Fashion and Accessory Stores | Mr Price |
| Domestic Airlines | South African Airways |
| Fashion Labels | Nike |
| Hotel Groups | Sun International Hotels |
| Brand Slogans | Nike Just Do It |
| Shopping Malls | Gateway Theatre of Shopping |
| Alternative Fashion Brands | Uzzi |
| Telecomms Providers | Vodacom |
| Sports Stores | Nike |
| Motor Vehicles | Lamborghini |
| Local Fun Destinations | Sun City |
| Music Retailer Online/Physical | Musica (new category) |
| Computer Brands | Samsung |
| TV Programmes | My Wife and Kids (SABC 1) |
| Cartoon Shows | SpongeBob SquarePants (DStv 305) |
| TV Channels | Trace (DStv 325) |
| Petrol Stations | Engen (new category) |
| 2010 FIFA World Cup Soccer Stars | Cristiano Ronaldo (new category) |
| Radio Stations | 5FM |
| Kids TV Block | Disney (DStv 303) |
| TV Music Channels | Trace (DStv 325) |
| Magazines (Male) | Car |
| Magazines (Female) | You |
| Eat Out Places | Spur |
| Fast Food Places | KFC |
| Brand or Animated Characters | Zakumi 2010 FIFA World Cup Mascot |
| Grocery Stores | Pick n Pay |
| Local Celebrities | DJ Cleo (new category) |
| Weekly Newspapers | Sunday Times |
| Energy Products | Red Bull (new category) |
| Snacks | Doritos |
| Fragrances (Male) | Hugo Boss |
| Fragrances (Female) | Guess |
| Sweets | Pin Pops |
| Cold Drinks | Coca-Cola |
| Skincare Products | Nivea (new category) |
| Chocolates | Ferrero Rocher |
| Dairy Drinks | Danone Yogi Sip |
| Specialist Health and Beauty Store | Clicks (new category) |
| Makeup Brands | Revlon |
| Feminine Hygiene Products | Always |
| Breakfast Cereals | Nestlé Milo |
| Hair care Products | Dark & Lovely |
Full report for marketers
"Some remarkable insights have come out of the results this year and we encourage marketers to tune in. By providing the industry with a real understanding of SA's youth, it will be more effective and responsible in its approach to marketing and interacting with them," says Enver Groenewald, GM of advertising revenue and strategic communications at Avusa Media.
Another key insight worth celebrating is that hosting the 2010 World Cup is the number one reason that young South Africans are optimistic about living in this country.
"There is an incredible sense of unity and patriotism among this generation. Their optimism about the future is also reflected in their number one career choice being to 'open my own company'. This newfound ability to be constantly connected has inflated their sense of independence and belief in their ability to take on anything, and be in charge of their own destinies," explains Jason Levin, managing director of HDI Youth Marketeers.
Youth market increases
The youth make up more than 50% of the South African population. This year, youth (ages 8-22) spend is estimated at R95.3 billion, a 6.3% increase from last year. According to the research house, their perceptions of brands are well developed by age eight so therefore, as future consumers, they already have huge influence in comparison to other generations.
The full winners report is on www.hdiyouth.co.za.
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