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Spotlight on youth market this May

7 May 2008

The month of May casts the spotlight on South African youth's brand preferences. Two awards events will celebrate who is getting it right and see the release of the results from two extensive studies: Sunday Times Generation Next (brand preference) and the Khuza Awards (advertising and communications).

Khuza is a research-based awards programme that gives 3000 youths the opportunity to voice their opinion on what they really think of the advertising they're exposed to on a daily basis. Their favourite adverts of the year under review will be unveiled as the finale of Marketing Mix's Cool Communications Workshop on Wednesday, 14 May 2008, at the Sandton Sun, Johannesburg.

A few days later, the fourth annual Sunday Times Generation Next survey will reveal the youth market's coolest brands. From their favourite sport shoes to their best-loved cold drink brands, this study tells us what rock their world! Digging a bit deeper, the study also uncovers broader behavioural and consumption habits: how many young South Africans have cellphones? Are they reading newspapers? What are they influencing their parents to buy?

The Sunday Times Generation Next study culminates in an über-cool awards function, as the people behind the brands, the celebrities that ignite them and the youths that rate them come together to celebrate the best of the best. This event takes place at Montecasino on Wednesday 21 May and results will be published in a dedicated supplement in the Sunday Times on Sunday 25 May.