Homenewsabout usContact UsWebsite

Gen Next 2014: a decade of youth insights

A mix of urban and peri-urban youth aged 8-23 put their heads together every year to give you what is now the tenth installment of the Sunday Times Generation Next survey!
Gen Next 2014: a decade of youth insights
We celebrate in style and (youthful) spunk yearly by throwing an awards event fit for the young (even if it's at heart).

The glitzy awards ceremony taking place on 29 May 2014 will include brandsmen and marketers, invited youth and SA's coolest celebrities, all at the Ill Grande Theatre at Monte Casino to see which brands make the 2014 "brand plus" list in over 70 categories!

Gen Next 2014: a decade of youth insights
This year the study polled over 5,500 eight- to 23-year-olds to find out which they believe are SA's top brands, and full results will be made available in the 1 June supplement released with the Sunday Times newspaper.

The study illustrates young consumers' brand preferences on what they think is "cool" irrespective of financial constraints and offers key insight into trends likely to affect brand profit, whether in present or future consumption.

"That we are now on year 10 of the survey feels crazy, but amazing! It has grown so much in that time, from an initial sample of less than 2,000 to over 5,500 now. And while changes are always fun to see, it's also great to see some winners like Coca-Cola, Vodacom and Doritos who have scooped gold for a decade," says Jason Levin, MD of HDI Youth Marketeers.

Gen Next 2014: a decade of youth insights
The Generation Next Survey is conducted annually across the Gauteng, KwaZulu-Natal, Limpopo, North West Free State and Eastern Cape and Western Cape.

Big category winners from the 2013 survey include FNB (Coolest Bank), Blackberry (Coolest Cellphone), SAA (Coolest Domestic Airline), Vodacom (Coolest Telecomms Provider) and BMW (Coolest Motor Vehicle) who continue to be firm faves with youngsters.

Keep an eye out for repeat winners, brands that seem to have a winning formula (or have in the past) like Coca-Cola, BMW, Spur and Nike.

27 May 2014 11:12