Now in its 14th year, the Sunday Times Generation Next survey, in association with HDI Youth Marketeers, polls more than 7 000 youths from around the country across more than 70 categories.

According to the Sunday Times, it is considered a leading barometer of what South Africa’s youth find 'on-trend' and aspirational.

Reardon Sanderson, general manager of group sales and marketing at Tiso Blackstar, says, "The Sunday Times Generation Next survey provides great insight for marketers and brand owners on how well they’re perceived by the nation’s future spenders."

Sanderson adds, "Personal branding, particularly for sport stars and entertainers, is equally as important, as these individuals often serve as role models for our youth."

"As brands try to navigate a mobile-first/digital-first world, it is important for them to listen and observe the youth," says Bongani Chinkanda, chief executive officer at HDI Youth Marketeers.

He adds "We have seen the rise of micro-influencers because the youth is more aware of the lack of loyalty that exists with celebrity influencers, as they jump from one brand to the next, and sometimes even direct competitors. It will be interesting to see how this has had an effect on the 2018 research findings."

The winners will be awarded at the youth-focussed Awards event taking place at the Sandton Convention Centre on Thursday, 14 June. The category finalists (in alphabetical order) are:

  • Coolest Local Male Celebs: AKA, Cassper Nyovest, Kwesta, Nasty C and Trevor Noah
  • Coolest Local Female Celebs: Amanda Black, Babes Wodumo, Lady Zamar, Minnie Dlamini and Pearl Thusi
  • Coolest Local Music Stars: AKA, Babes Wodumo, Cassper Nyovest, Mi Casa and Nasty C
  • Coolest Local Sportspeople: AB de Villiers, Caster Semenya, Itumaleng Khune, Simphiwe Tshabalala and Wayde van Niekerk
  • Coolest Local DJs: Black Coffee, DJ Fresh, DJ Tira, DJ Zinhle and Prince Kaybee
  • Coolest Local Screen Stars: Leon Schuster, Nomzamo Mbatha, Pearl Thusi, Somizi Mhlongo and Trevor Noah
  • Coolest Local TV Soaps: 7de Laan, Empire, Isibaya, The Queen and Uzalo
  • Coolest Radio Stations: 5FM, 947, East Coast Radio, MetroFM and Ukhozi FM 
Headline partners for the 2018 Sunday Times Generation Next include Nedbank, Brand South Africa and Kotex.

For more information, visit www.sundaytimesgennext.co.za. You can also follow the Sunday Times Generation Next survey on Twitter.